“Venturing out of your comfort zone may be dangerous, yet you do it anyway because our ability to grow is directly proportional to an ability to entertain the uncomfortable.” – Twyla Tharp
Congratulations Michel Hazanavicius for venturing outside your comfort zone to direct Academy Award winner The Artist.
Sunday night, the black-and-white silent film The Artist walked off with five academy awards. Imagine in an age of computer generated action thrillers, director Michel Hazanavicius conceived of a classic black-and-white silent film about a fading movie star caught up in the transition of silent movies transforming over to sound. The last silent film to win the top prize for Best Picture was Wings back in 1929.
Marketing is morphing. Status quo or adapt? I am an advocate of change. Change takes risk. Yet change sometimes can be the adaption of the old/classic combined with what is new – hybrid. That is what classically trained marketers understand thanks to the new collaborative tools of Web 2.0. Consumers are more engaged than ever due to the Internet. However, smart marketers recognize all the touch points that need to be addressed that influence consumer buying behavior. TV, print, packaging graphics, end-aisle displays, etc. will endure. Facebook, Twitter, QR codes, NFC, etc. are the future. The best of the old/classic combined with the new, hybrid, will produce winners. Michel Hazanavicius understood this concept when he directed The Artist. Michel was willing to take some hybrid risk.
Are you ready to step outside your comfort zone and take some hybrid risk?
I would be remiss not to mention, The Artist actually won a sixth award recently. Uggie the star dog won the first Golden Collar Award earlier in the month.