If we really loved risk, we would be scaling mountains, performing stunts or cave diving. Not working in marketing. But often, the way to create real business impact is tied to taking risks. The trick is that this requires marketers to stop associating risk with impending doom and to start viewing it as a gateway to new opportunity. In fact, a willingness to take risks is a marketer's greatest asset right now.
From our experience working with disruptive brands and business models, we've seen the best results when marketers are willing to shed their fearsand even some letters from their titlesand transform from marketers into makers. Not in a Williamsburg Maker Faire manner, but in an agile, high-wire walking, "fail fast and keep going" kind of way.
We know it's easier said than done. But if your ambition is to change minds and models within your organization, and your brand's growth trajectory, we have three tips to help get you there: