Morphing Concepts

July 16, 2009 by  

picture-27Concepts emerge, divide, converge and morph. SEO is a good example. At one point there were two distinct camps: the search engine optimization folks and the organic optimization folks. But now the distinction is blurred. Highly technically focused search engine businesses now evangelize organic content.

Content-marketing is another example. The convergence was faster. The concept was based on: make the content interesting, relevant, compelling, appealing and valuable to the reader, and people will find it, share it and want more from the producer. The cream will rise to the top. But now, companies are tightly connecting content with SEO tools, techniques and technologies. Tailor the content to what they know people search for, and sell the system to drive traffic.

Who knows what’s good or bad, right or wrong, or which way to go?

This makes life interesting for professional service firms. How do you differentiate and position your services when the needs, problems, solutions and competitors are shifting and morphing?

Think of it as the ultimate opportunity to be unique.

For example: I became aware at one point that people need help with “what they don’t know they don’t know” and really had a passion for that space. So over time, I developed a model based on that realization that’s helped guide my strategic and creative decisions and that’s resulted in solutions that clients value.

I suggest getting very clear on what’s always been important to you, what you stand for, what you have passion for, and what you’re enthusiastic about. Build your frameworks around those. Who knows, someday the next big concept could be yours.

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Filed under: content-marketing, Creativity, innovation, intuition, knowledge, self-awareness, solo psf, strategy
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