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Take A Closer Look. It's Not As Scary As It Appears.

Teen Wolf is a 1985 American classic about a teenager's coming of age, Scott Howard, played by the infamous Michael J. Fox. At the beginning of the film, we meet Scott amid an identity crisis and eager to experience any kind of change in his ordinary world. Well, the high schooler gets more than what he bargained for when he discovers that he is a werewolf.

Trying to keep this unusual transmutation under wraps, Scott fails to do so during a stressful game of basketball where he transforms into his werewolf alter ego in front of his classmates. Spectators gawk in confusion and shock, but as Scott continues to play, successfully leading the team to victory, they can't help but move into amazement and admiration.

What the small town of Nebraska should have been afraid of, they embraced and relished. Teen Wolf became a household name in the community leading Scott to an unexpected claim of fame and popularity. His scary exterior caught their attention, but once they pushed past the fear, he captivated his audiences, engulfing them into a frenzy coined "wolf fever."

The unexpected occurs when we plow through the scary, willing to grab hold of whatever awaits on the other side. If we never step into the thick of the fog, placing one foot forward after the other, how in the world will we discover the treasures that lie deep within the woods. What we are most afraid of could very well be keeping us from what we are most meant to be and do.

Marketing is indeed one of the most considerable organizational risks we can take as leaders. Agreed, it is one heck of a monster, so we are well within our rights to approach it quivering and cowering. It stretches and challenges us in every way. It cries out for our resources, screeches for our creativity, and howls for our patience. The efforts and energy required many times send us running away versus towards its direction.

Totally get it. This is one beast to be reckoned with. However, so many have conquered and lived to tell about it. For example, the subscription brand Dollar Shave Club entered the landscape, revolutionizing the business model. We can attribute the company's success to its incredible and bold campaigning efforts. From day one, Dollar Shave Club prioritized creative messaging, and when the company became a household name, it fine-tuned and turned its focus to customer retention. This move continued to signify the brand's willingness to courageously face-off with marketing.

Oreo is another beautiful example. The cookie maker took advantage of the massive power outage inside the Mercedes-Benz Superdome that disrupted the 2013 Super Bowl game. Its "You Can Still Dunk In The Dark" tweet that went out during the game's blackout was retweeted over 20,000 times! TOUCHDOWN! It was all everyone talked about. Usually, the ads during the Super Bowl garner all the attention but not this time. Instead, it was a single, brilliantly timed tweet.

What's so splendid about the Oreo push is that it happened in response to an event taking place right at that moment. No planning, no calculating, no hesitating. The company and its ad agency looked marketing square in its eyes and determined it was time to dance. They plunged right in, no questions asked. Many times that is how it has to go. More often than not, the only way to get rid of the thing-a-ma-ging in the closet or the terror under the bed is just to attack!

Instead of being afraid of the unexpected, learn to embrace it. At first glance, it may appear terrifying but take a closer look. A wolf fever experience is awaiting all of our organizations! OWOOOOO!


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