Somewhere recently I was reading about a book that just came out a couple of months ago called "Nice Girls Don't Get The Corner Office." What?? The only way to succeed is to be mean?! I'm sure that's not what the author meant, but it got me thinking about the titles of some marketing and advertising books and what they might say about the business we're in. Here's a small sample:
Sun Tzu Strategies for Winning the Marketing War
Brand Warfare: 10 Rules for Building the Killer Brand
Positioning: The Battle for Your Mind
33 Ruthless Rules of Local Advertising
Differentiate or Die: Survival in Our Era of Killer Competition
Yikes! Just as a refresher, I looked up some of these words:
Guerilla: a member of a small independent ban of soldiers which harasses the enemy by surprise raids, attacks on communication and supply lines, etc.
War: conflict carried on by force of arms
Killer: one who or that which deprives of life
Ruthless: without pity or compassion
And then, of course, there are the tactics we use, some of which have names like 'ambush marketing' ...
Ambush: act of lying concealed so as to attack by surprise
What's with all the aggressiveness? Are we all in need of a collective hug? Not that I don't appreciate being assertive, but in using language like this, I wonder if we set ourselves up to be permanent adversaries with consumers. Your thoughts?