October 24, 2006

Normandy

A delay in posts has been caused by a trip to Normandy. It's a destination so rich in historical significance that it's almost overwhelming. Many aspects of the experience have great relevance to marketing and communications. I say that neither to diminish the significance of Normandy, nor to elevate the importance of our industry. It's only that parts of my experience there reminded me of the challenges of our work.

First, the physicality. We've all read about the invasion. We've all seen movies, (although some weren't really shot there...for example, with the exception of one scene that takes place in the American Cemetary, the entire movie of "Saving Private Ryan" was shot either on a sound stage or in Ireland).

Yet, regardless of what we've read and seen in movies, there is simply no substitute for being there...seeing the real thing. How true that always is. As marketers, we've always got to get the customer to try our product...to experience it, first hand.

Then, there's the boldness of the challenge. I think of this in terms of searching for solutions in the marketing challenges we face. Oh, certainly they pale against the extraordinary challenges the Allies faced. But don't the same rules apply?

For example, knowing that the Allies would need to get supplies and reinforcements after landing at Normandy, and recognizing that the turbulent seas would make this virtually impossible, Churchill conceived the idea of an artificial harbor...bringing a breakwater and docks piece by piece across the English Channel. Imagine the engineering challenge!

Churchill's communique to the appropriate officer was brilliantly succinct:

"Piers for Use on Beaches. They must float up and down with the tide. The anchor problem must be mastered. Let me have the best solution worked out. Don't argue the matter. The difficulties will argue for themselves."

Indeed. "Don't argue the matter. The difficulties will argue for themselves." Isn't that terrific advice when facing a knotty marketing challenge...how to differentiate a brand, how to break through the clutter, how to create a bond with your customers.

The British soldiers who landed at Arromanches (where that artificial harbor was created) had a simple motto: "Who dares, wins."

More good advice!

Plans for the invasion of Normandy were meticulous. But the weather (along with the extraordinary fortifications) disrupted them. Paratroopers landed way away from their targets. And some landing craft missed their marks by miles (notably the unit led by young Teddy Roosevelt). The opposition was absolutely awesome. The courage of the Allies is beyond imagining.

But it was more than courage. It was also ingenuity. Of course, these men were well trained. We tend to think of military training as learning to follow strict orders. I'm sure they learned all of that. But they also learned how to use their wits...how to improvise...how to reassemble often in ad hoc groups and creatively overcome the enemy. These are analogous challenges to those that we face in business. We want our associaties to be highly skilled and trained and disciplined. And, when plans get disrupted, we want them to be able to think for themselves and use their ingenuity. Blending creativity and discipline is a vital challenge in our line of work.

Finally, there was singleness of purpose. There was no equivocation. It wasn't a half-way initiative. It was carefully planned in service of a very specific goal, and everyone was very clear about that goal and passionately committed to it. How different that is from so many watered down efforts that try to accommodate a myriad of objectives, lacking focus...lacking adequate commitment of resources...lacking passion.

Beyond the awfulness of war, the deep craters, the permanent scars of destruction, the tens of thousands of silent graves...there is a powerful message of hope, a message of the possibilities of life when one is focused, daring, courageous, creative, and committed. "Today's sun," ends one poem chiseled along a wall, "dries yesterday's tears."