They say that when you are GOOD at something, you will be eager to share it with the world. They also say, however, that when you are GREAT at something, the world will make sure to spread the word.
That’s the power of marketing. If done effectively, it helps spread inspiration, magic, and beauty. Simply said, things worth talked about get talked about.
In this noisy and crowded marketplace, if you aren’t remarkable, you are invisible. If you are invisible, you don’t get noticed. In order to differentiate yourself in the crowd, you have to stand out. You have to be unique – you have to be… you. Because authenticity brings the right people onboard. And with the right people onboard, great things can be accomplished.
Such is the case with Patagonia, a clothing company with the mission of “being in business to save our home planet.” Unlike other firms, Patagonia doesn’t advertise to generate sales and revenues. Instead, Patagonia advertises to get people onboard with their mission. And not only any people, but the right people.
Patagonia knows that they might never actually achieve their mission. They know that their journey towards saving the world will outlive probably every single one of their employees. Yet, they also know that their mission is worth sacrificing for. Therefore, without collective support, their mission would stagnate. As a result, Patagonia reverses the sole purpose of ads and re-directions them to get as many people onboard as possible. The world, as they see it, depends on it.
Here, is perhaps one of the greatest ads of all time, launched by Patagonia.
At plain view, the ad is simple. It doesn’t stand out. It doesn’t catch our attention. It’s more, it even seems counterintuitive.
Yet, it does stand out, catches our attention, and ignites our hearts.
Are you getting onboard?
The world needs you too.
Sinek, Simon. The Infinite Game. Penguin Business, 2019.