An Unpleasant Certainty

Here's an unpleasant certainty.

If you're successful, you're gonna get knocked off. The more visibly successful you are, the faster you'll get knocked off and the more people will knock you off. People spend a whole lot of time being mad about that, generally speaking, that's unproductive, but this is gonna happen. And there's nothing you can do to stop it. Your only option is to be ahead of them.

Ray Kroc said something like…

“We invent faster than they copy. While everybody is copying what we're doing - the game, the promotion, the giveaway we're doing at McDonald's this week - we're rolling out the next new one and figuring out what we're gonna do different the week after. And the week after that, and the week after that. Heck, we gotta stay ahead of them because we know they're gonna copy us and they're only gonna be a week behind. So the race is on.”

In the infomercial business, it used to be with an exercise gadget or something you had like six months to a year to copy it. Now you got like six days. They're out there going, “ZAP! Successful show? Oh, we saw it five times, let's produce one that looks like it. It must be working,” and if somebody does the show, pretty soon there's 10 of them all selling the same thing.

All you do is stay ahead of it.

So if you design an ad and that ad works, you got three months, maybe in most media, and then you're gonna have to replace it because the knockoff artists are going to copy it.

And eventually you wind up in some cases having to do things you would not ordinarily do, if there weren't a bunch of knockoff artists. It just mandates a whole lot of creativity, we'd rather not have to deal with.

So the question becomes this, “How do you remain creative, more than you’d like to?”

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