Marketing Nutrition (2 of 5): Fad Diets
You're either a dieter or you're not - there seems to be no middle ground. One common thing about diets...you are gonna hear about it when someone's on one!!
The people who are dieters tend to go from one new idea to the next with the conviction that this time will be different! Non-dieters, by contrast, either have a lifestyle that works for them perfectly or don't, frankly, care (I am squarely in one of those camps). For my purpose today, I'm gonna pick on the dieters a bit. Particularly the ones who keep trying the next, new thing.
The reality? There is no "fix" diet. Much like banks fall over themselves trying to find a different way to say "save more, spend less," diets are hell bent on convincing you you don't have to change your lifestyle. Fun fact: you do. Calories in = calories burned. But it takes discipline or amazingly good habits, built over time.
Marketing is the same thing. We've all seen the "flavor of the month" marketing that shows up in certain organizations. Whether it's inside or outside, it's the same flawed behavior and perspective. You can spot pretty easily... Marketing fad diets include a few common traits:
Easily changed or forgotten strategy. Usually vapid without sound, repeatable logic.
A lack of sustainability through the program, culture or organization.
A general willingness to shift or dispose of a direction when it becomes difficult.
Once you start looking at this, you can spot it a mile away and predict what will happen. This is particularly damaging to an organization because it erodes on the confidence and belief structure of the team. The naysayers know they just have to wait it out, and it will revert back to trope. While the enthusiasts are disappointed when their passion seems abandoned for no reason or purpose.
Fad diets show up in marketing and strategy plans in unexpected and weird ways. You may see them in:
That social media presence someone decided you need. The absolute worst offender because of the predictability.
That company newsletter you won't ever be able to maintain at the schedule you laid out.
That ad campaign you can't afford to keep going.
That leadership video you committed to publish to offset lagging employee engagement.
Here's the thing... none of these efforts are bad nutrition. BUT, if you haven't structured yourself in a way to make it work, you won't be able to sustain it. Nutrition follows lifestyle and is a reflection of it. You want to lead that lifestyle? Better plan to eat for it. And vice versa. So when you consider how to add a new comms plan to your diet, you really better know what impact it will have on you and whether or not you are committed to it. Going from one fad to another does nothing but damage.
Don't start something you won't maintain.