Almost every entrepreneur is focused on doing something differently, creating a different product, a different culture or something that stands out in a crowded marketplace. Everyone wants to be unique but very few companies are willing to do what it takes to achieve this because they are stricken with a condition I like to call marketing cowardice.

What is marketing cowardice?

Marketing cowardice is a fearful state of existence that prevents creativity, risk and individuality. It infects the actions of marketers and is directly responsible for stale communications, easily forgettable campaigns, products, services or ideas.

Where does marketing cowardice come from?

Principles of marketing cowardice are engrained in students early on as they are told how to accomplish a task or solve a problem according to how it’s been done before. They listen because as far as they know, these methods are “tried and true.”

Many veteran marketers are also prone to marketing cowardice. They ask peers what they are doing to solve a problem and their peers are following the same “tried and true” methods that they learned in school. Then students ask these same marketing executives how they solve a problem and the same approaches are imparted on these fresh thinkers to confirm what they’ve learned. As a result, fresh thinkers inadvertently train themselves not to challenge the status quo, not to make too much noise, not to be too different and not to rock the boat, in order to avoid disagreement or nonconformity. It’s a vicious circle.

Once marketing cowardice spreads into an organization it often grows into soulless communications, forgettable trade show events, listless website copy, impersonal brands, and an inability to create an impact.

Symptoms of marketing cowardice

Marketing is not merely about following a set of systems and putting all hope in them. Instead we need to approach marketing as a living, breathing, always changing, and evolving art. Marketing is about creative problem solving and approaching tasks with the courage to jump out of the comfort zone to make an impact. If you must be unique in the marketplace you can’t afford to exhibit symptoms of marketing cowardice.

Symptoms of marketing cowardice include but are not limited to:

Fear of criticism from peers, coworkers, competitors and media

• Inability to think to the extreme ends of the spectrum within concept development
• Fear of breaking free from expectations
• Inability to recognize the status quo and/or a fear of challenging it
• The need to please everyone
• Being comfortable with compromise during concept development
• Inability to step outside of the comfort zone

Treatments for marketing cowardice

Marketing cowardice is often treatable but only with complete dedication to a new way of thinking. Those wanting to eliminate marketing cowardice need to:

• Recognize the status quo in their industry and in the overall market
• Develop strategies to challenge the status quo
• Become a persuasive communicator
• Learn to be at ease with being uncomfortable
• Focus on developing solutions, products, services and ideas that are worth talking about and sharing
• Embrace creative problem solving
• Learn that it’s okay to make mistakes as long as you and your team can learn and grow from it
• Take risks!

Financial services and marketing cowardice

The best examples of marketing cowardice come from the financial services industry. It’s an industry riddled with banks, credit unions and brokerage firms scared to stand out. Nevertheless, there are always examples of organizations willing to take that risk. These companies aren’t afraid to challenge convention and reject marketing cowardice – like discount brokerage firm ThinkorSwim. With a simple visit to ThinkorSwim’s website you get a feel for the brand they are building. Everything about them says they aren’t just another uninteresting brokerage firm. They have the courage to try something different. Whether it’s their creative banners, their quarterly magazine thinkMoney, or the stuffed monkey they send in the mail once an account is funded, they refuse to follow the status quo by building a brand that is drastically different from that of their competitors.

It takes a tremendous amount of courage to be different which is why most people feel comfortable just blending in. It’s time to recognize the symptoms of marketing cowardice and act in spite of fear to try something that will help your company stand out in a crowded marketplace.

Ryan Caligiuri is a Winnipeg-based marketing specialist who has worked for companies of all sizes. He has collaborated with sales teams and marketing departments to introduce new ideas that he argues have refreshed the way people think about marketing. Engage with Ryan on Twitter at www.twitter.com/ryancaligiuri.