The other week, I attended KOOZA, an experience in intense storytelling by Cirque du Soleil. It was the shortest two and half hours I ever spent - that’s because I invested them. My return was a full immersion in the passion and joy of the actors and athletes who shared the product of their love for the art of movement and skill. Plus one insight.
Who could not identify with someone handling multiple items at the same time? Let’s do five, then seven, how about nine? The speed and agility were truly impressive, I think I did not hear a blink in the tent. Yet, the most impressive part of the performance was the smile on his lips.
He was not acting as the juggler, he *was* the juggler. An expression of radiance and an act of love. The rapid-fire movements only added charm and elegance to his performance. There were no boring repetitions, just grace and enchantment.
Can you look at your products and services in the every day routine with the same kind of attention?
Can you deploy the same kind of concentration while under pressure to deliver?
Can you display the same level of passion about what you do?
Then you are a creator - of product, price, place, promotion; of experience.
There is Love in Creation
In marketing 2.0 experience is key. When you open the door to conversation, what comes through is your stance, the smile on your lips, the belief in your mind, the love in your heart. That is the passion that triggers participation, inspires empowerment and leads to purpose, the four Ps of new marketing.
How do you learn to love the stuff you market? In the same way you learn to embrace the marketplace for the stuff you’ve got: by letting your customers be part of the action. They call it 2.0 for a reason - you are the second, they are the first.