Are you force feeding your message?

Posted on: December 9th | Filed under: Inspiration

There is a natural cycle to business:

Businesses need to grow…
Money needs to be earned…
Products need to be sold…
Marketing plans need to be executed…
Creative needs to developed…

Repeat as needed.

But toward that end, are you creating a message and offering a product that is conducive to your target audience’s genuine needs? Before you answer that question, I’d like you to take at least the next ten minutes and watch an amazing video by Chef Dan Barber, where he talks about foie gras. The fancy food stuff that makes chefs quiver, given its inherently rich, sweet, fatty goodness. Here, chef Barber openly discusses how the traditional process of producing foie gras is directly at odds with the current, more enlightened farm-to-table approach to diet and cooking. You see, foie gras is typically made by force feeding ducks and geese. This artificial gorging then results in an enlarged, sweet tasting liver in a process the French elegantly refer to as “gavage.” Then, a few years back, Dan discovered another way…

As you see, Eduardo raises the geese to naturally gorge themselves by making them feel wild and free, by allowing them to ‘find’ good foods all around them. By showering them with love, but not smothering them or trying to contain them. It’s a living condition so wonderful that his geese call to wild geese flying overhead — presumably heading south for winter — to come and stay with them and enjoy the good life and great things to eat. As the farmer himself states, wild geese are not instinctually flying south, they are simply “finding conditions that are conducive to life and happiness.”

We as marketers have much to learn from Eduardo and Chef Dan. Consumers are like wild geese. If we don’t show them how our products are genuinely part of a better way of life, then they’ll just keep flying south.

Link to this article: http://bit.ly/w3CxUQ