I call the first kind of marketer the “markefear”.
This kind of marketer becomes afraid when it comes to important decisions and try-outs of things never done before. Afraid that the outcome might not lead to the pursued result. Or more concrete: afraid of not being able to manage the consequences. There are two ways out: minimizing risk, thus playing safe and avoiding any risk, leaving someone else to make the final call. But when choosing either option they are fuelling their own future with fear and insecurity. A vicious circle.
Then there’s the other kind of marketer. I call him or her the “markefaith”.
Naturally, this marketer is aware of potential negative outcomes too. However, instead of overestimating the potential risk and consequences he or she is confident that decisions and try-outs are worth going for. They are confident that they can handle the consequences and thereby growing their self-confidence. Thus, the main trigger is the potential reward. Internationally renowned author, Susan Jeffers, described this perfectly as “feel the fear and do it anyway.”
The future belongs to the “markefaith.”
Photo: Opposites by Rodrigo Paredes, Flickr