How to Avoid Mediocrity and Create Brilliant Work in Industrial Marketing

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See the highlights from Todd Henry's keynote at the 2019 Industrial Marketing Summit.
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The industrial marketing industry can often be seen as dull and uninteresting. Industrial marketers constantly try to find unique ways to make their products and services stand out from competitors. However, with so many marketing avenues to focus on, it can take time to excel at all of them.

The Pitfalls of Mediocrity

Todd Henry, a New York Times bestselling author, spoke at the 2019 Industrial Marketing Summit about the pitfalls that prevent industrial marketers and leaders from creating their best work. He stressed that mediocrity is not an accident but a series of small decisions made over time. He discusses several common pitfalls, including aimlessness and boredom.

The Discipline of Bravery

Henry emphasized that industrial marketers and leaders need to practice the discipline of bravery to create brilliant work. This requires having a more profound sense of purpose and intention behind their work rather than focusing on achieving daily tasks.
Productive Passion
Henry described productive passion as the thing that someone cares about so much that they are willing to suffer to see it happen because the outcome matters more to them than their temporary suffering. He encouraged people to define their battles and determine their company's battle lines based on their productive passion.

Avoiding Boredom

Henry acknowledged that we live in a "continuous partial attention" world where we are always partially focused on something else. However, he suggested industrial marketers and leaders must develop a deep curiosity about their work to avoid boredom.
In conclusion, to create brilliant work, industrial marketers and leaders need to have a more profound sense of purpose behind their work, find their productive passion and continuously seek out new ideas and perspectives to avoid boredom. By practicing the discipline of bravery, they can stay focused on their goals and create meaningful and impactful work.

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