Failure Alchemy: Turning Disadvantage Into Advantage

BY VICTOR BASSEY - Oct 31, 2017

Categories: Entrepreneurial Leadership Business Success


This morning thanks to the link to the story in Adweek shared by the amazing Lisa Flowers founder of the Marketing Strategies Group on facebook I got to know about this amazing campaign by Little Rock in Arkansas, in the USA.

The backgroud story is that Amazon was or is looking for a city to use for it's second Headquarters and apparently a number of cities have been campaigning to get the opportunity.

I'm talking big cities like...Toronto...Boston...Washington...Atlanta and my personal favorite...Dallas.

Faced with such stiff competition Little Rock knew it really didn't stand a chance...

So what did she do instead?

She turned her disadvantage into an advantage by launching a campaign based around the fact that Little Rock and Amazon would not be a great fit.

Little Rock launched the campaign by taking an ad in The Washington Post...

Below is the ad styles as a break up letter.

I don't know about you but personally I think it's genius.
 

Then they added this rather cute break up video to the mix...

The result has been over $2million worth of publicity and a lot of interest in the city from a number of other companies.

Little Rock successfully did something that is the absolute entrepreneurial thing to do when it's clear that you're disadvantaged in one way or the other....

Find a way to turn that disadvantage into an advantage...turn a weekness into a strength
 
 
 

So How Exactly Do You Go About Doing That?

Well to get an answer to that...let's take a good look at what Little Rock did....

STEP 1: Own It

More often than not...we tend to distance ourselves from any weakness or disadvantage that we might have.

That I understand.

But unfortunately...unless we accept our weaknesses or disadvantages...start to see our situation as it really truly is and not just as we'd like them to be...

We will not give ourselves the best opportunity for leveraging those "weaknesses or disadvanatges into strengths"...

I personally believe that our so called weaknesses are actually just strengths in disguise...opportunities that we don't yet know how to leverage for our benefit and market place success.

STEP 2: Think It

Someone once said that the most difficult job in the world is thinking and that's why most people don't do it...

Creative thinking can be hard...but only to the extent of what we define creativity to be.

My dictionary defines creativity as:

"the use of imagination or original ideas to create something; inventiveness"

If you look at it from that perspective...life gets a lot easier...

Little Rock simply took a pretty well known concept...the break up letter and gave it a twist.

You should do the same too...

And NO! I'm not saying do a break up letter...all though that might just work for you too...

All I'm saying is that you need to realise that great ideas don't happen in a vacum...

They're usually a result of modifying an existing concept in one way or the other or combining concepts in multiple different ways.

STEP 3: DO IT

Chris Ducker of Virtual Staff Finder is one of the new people I now have access to...an amazing entrepreneur by all standards and even more amazing guy...especially when he has a glass of scotch in hand...

Has a saying...

Just do it man...don't overthink it...just do it!

I agree!

Clarity comes from action and not from thinking things over...

It's in the actually daily doing that you get the feedback needed to course correct and start heading in the right direction.

That's pretty much what the Little Rock team did.

So there you have it...

Three simple steps to take for turning failure or disadvantage into an advantage.

I hope you found it useful.

 


Small Business Entrepreneurs