….The revolution will not go better with Coke.
The revolution will not fight the germs that cause bad breath.
The revolution WILL put you in the driver’s seat.
The revolution will not be televised,
WILL not be televised, WILL NOT BE TELEVISED.
The revolution will be no re-run brothers;
The revolution will be live…….
Gil Scott-Heron ♦ The Revolution Will Not be Televised
#18: Like the Last Poets, Gil Scott-Heron stands in the pantheon of innovators that gave birth to rap. Hip-Hop owes a debt of gratitude to this innovation. His words are a reminder that innovation will not be broadcast to you while you sit at home with a beer and potato chips. Your new idea will come in real time, but will not be served to the masses or else it would not be a revolutionary idea. You will have to recognize change by being attune and in the moment. Yes, you will need to zig, while the others are zagging.
Also revisit your marketing tagline. Does it stay with the consumer? That Coke tag is over three decades old and still is recognizable. We do not even have to say Listerine, because it is synonymous with the second line. Is your tagline or elevator speech that memorable? Does it resonate or is it forgotten?
THE NEW THING WILL TAKE WORK
CHANGE REQUIRES THOUGHT