The average is the new bottom

The average is the new bottom

I saw this phrase (The average is the new bottom) in a post and thought it was incredibly meaningful.  It reminded me of the Monster commercial (Monster TV Commercial), where kids wanted to grow up so that they could claw they way up to middle management.It’s actually inspirational in a negative avoidance kind of a way.  When I first read it, I thought of various brands and the problem with just being average hits the largest brands the hardest.  How does Coca Cola be better than average.  As the market leader, it means by default that you are near average.  The larger your share, the closer you are at being average, yet brands like Coca Cola, Apple consistently beat average.  They are always above average.

What this means is then that if the market leader isn’t innovating, then it will be consigned to average or below average.  The leader has to work very, very hard to be above average.
I was invited to speak at a conference in Europe and the conference will be on Marketing Innovation.  Drucker says that a business has only two functions, marketing and innovation, but what about innovation in marketing.  Well, we sell innovation in marketing.  That’s even more valuable than marketing or innovation alone.  We help marketers build significantly better systems in marketing to make certain that the marketing team can deliver consistent above average performance.
I agree with this concept.  The average is the new bottom.  Consistent improvement, faster than the competition is what delivers long lasting growth.
More info to follow….