Who wants to be plankton? Seth Godin, in a very insightful blog post, gives us the answer.
We don’t want to be plankton. Neither do our customers. Are we treating them that way or are we creating amazing experiences that connect us in a real way with what matters? Let us challenge ourselves to do better. As a digital executive, this is important.
Our marketing, in the digital business, should not be about luck and pandering. The focus on meeting the needs of customers and creating stunning experiences should be more than enough.
Whales have to eat a lot of plankton. A whale needs an enormous number of these tiny creatures because, let’s be honest, one plankton just doesn’t make a meal.
It’s unlikely the whale savors each plankton, relishing the value that it brings.
The fabled Oreo tweet and the now legendary Ellen selfie are examples of whale eating plankton. Each retweet is so worthless to these whales and the brands that come from the TV world that they need millions of them, constantly.
They’re hooked on tonnage, and will dumb down whatever they do to get more of it. To get mass in the social media world, you need luck and you need to pander.
I think our attention is more precious than that.
For most modern marketers, quantity isn’t the point. What matters is to matter. Lives changed. Work that made an actual difference. Connection.
You are not a plankton. Neither are your customers.