Most companies are boring, on purpose

Your Marketing Director walks in. Smug, mid-40s but the arrogance of a college kid. He sits down and says, “We can’t reach millennials. You’re a millennial, get me millennials!” I’ve experienced this scenario many times before.

There’s a feeling of entitlement in established businesses. They figure what worked in 1980 will work in 2018. This is partially correct. In order to reach the 18-year old of 1980 you had to offer excitement, freedom, and rebellion. To reach the 18-year old of 2018, it is the same.

The concepts and ideas are the same, but the medium and, therefore, tactics differ.

Young adults of today are glued to their phones, unlike those of the 1980′s who were glued to the television. To reach the youth of today, you must be on Instagram. To reach the youth of the ’80s you had to be on television.

Same principle, different tactic.

Now that you’re in the right medium. Let’s work on messaging.

Are you excited by your caption? Did that photo make you feel young again? If not, try again. Storytelling is the transfer of energy. Musicians channel the energy in their hearts to the song which is transmitted to the listener. This energy is what makes us feel alive.

“But, my company isn’t cool,” you say.

No, sir, you’re not cool. This isn’t because you’ve lost your way, but because you’ve stopped seeking that energy. You’ve traded rap for blues. A night out for a night in. A great time for a great nap. This is fine, but understand this is affecting your business.

I’m not saying be something you’re not; be conscious of your source of energy.

What you put into your company is what you get out. Right now, your company is putting out a snooze-fest.

*Turns up music in my headphones*