I'm Too Sexy For My Job

Everyone has a great story they pull out when the subject of marketing comes up. It’s usually one from behind a mega brand like Nike, Coke, Apple, Prada — a collaboration that changed everything, a speech in a boardroom, a strategic move that shifted the course of history.

I love those stories too. But they also foster a belief that growth comes from a defining move. That you are just one big, clever idea away from global brand awareness.

It’s the Powerball mentality. Pick the right numbers, buy a ticket, and everything changes overnight.

That way of thinking is appealing because it removes the need for patience. It suggests there is a shortcut.

Most businesses don’t operate in that environment. I know we don’t.

They’re working with contained budgets. They don’t have large execution teams. Results come from what happens week to week, not from a single moment.

These big brands are exceptional at myth making. Whether it’s rags to riches, a discovery or an invention, there is power in story. But I’ll bet they also know the real secret sauce: you choose a position and hold it. You repeat your message until it’s recognised. You make it easy for people to take the next step. You keep in touch with your clients. You train your people to represent the brand. You keep your standards consistent across every touchpoint.

Over time, this builds familiarity. Familiarity builds trust. Trust turns into action.

There’s creativity in this, but it sits inside the structure rather than replacing it. The strongest ideas are the ones that can be repeated without losing impact.

You build a brand through consistent execution. Who wants to tell that story? It’s not sexy. It’s boring. But it works.

Consistency over time remains the closest thing we have to a guarantee.