A Sea of Sameness

Imagine you’re standing in front of this display right now. All you see before you are stack upon stack of carrots.

Which would you choose?

I ask this in all seriousness because when I look at this picture the first thing I think of is sameness.

“Orange” is all around me. The only differentiators to consider when selecting which carrots to buy are size and packaging, but even then, nothing about this display shouts, “Pick me!”, let alone tells me why they are better than the carrots right next to them.

Instead, it’s a sea of sameness.

That’s what I’m seeing online, too. Everyone has followed the next wave of social selling.

Everywhere I go I am bombarded with webinars, email courses, podcasts, and private Facebook groups all shouting to hurry up and adopt these new strategies if I don’t want to be left behind.

There’s content marketing, relationship marketing, digital marketing, social media marketing, email marketing, direct mail marketing, and on and on and on.

But, what I don’t hear is the need for discernment. I don’t hear people take the time to study their business or their client’s needs and make sure that what’s “hot” right now is what’s best for them. Instead, we slap new titles on our CV’s and chase the next “big” wave.


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