Yet, much like the Zen circle or Enso, imperfections carry their profound strength and beauty.
“I want to get this right,” was the thought going through my head in the first few minutes of a class where the teacher told us about an enso and asked us to paint one, a Zen circle. If you know anything about the enso, the Zen circle, you’ll understand that the idea of getting it right is in such diametric opposition to what the thing represents that; hopefully, you’ll see how silly I was being, and you’ll laugh. I want to get this right. Jeez.
This isn’t a new thing for me; even when I started acting and took improv classes, I wanted to get it right. What does that even mean, I ask myself now? How do you get it right? How do you practice spontaneity? Well, you can, and you do, but you don’t do it with the idea of getting it right; it’s the idea of letting go and being in the moment. Being present and in the moment has nothing to do with getting it right.
One of the things I have struggled with since getting this job with ThoughtLab and joining the corporate world, as my friends say, is the idea of doing things right the first time. I fear having to rewrite or give the client another try because it feels like failure. I never worried about mistakes or getting it wrong in my other life, but now I do. Even though I work for a creative agency and am a creative employee, I feel that if I don’t do it right, I’ll lose my job. I have this need to get it right all the time.
I have been thinking about this since I participated in an improv performance on Saturday. It was fun and freeing, and I was fearless. I walked away after the show and thought, Oh, I have to do this task for work that has been troubling me; I need to get that right. I stopped, took a breath, and thought, what does that mean? And why can I not just enjoy this moment and be happy being back where I belong?
So, this morning, making coffee, watching the fog roll in and cover the town, I thought, write about that, the Zen circle, the fear and the need to be right, and how being imperfect can actually be better.
So, that’s what I’m going to do. As soon as my coffee is ready, I want to be awake for this so I can get it right.
Damn!
Intro to Imperfection
In a world that relentlessly chases perfection, embracing imperfection can feel like swimming against the current. Yet, much like the Zen circle or Enso, imperfections carry their profound strength and beauty. In marketing, where authenticity and connection are paramount, allowing space for imperfections can actually enrich a brand’s relationship with its audience. Let’s delve into how embracing imperfection can be beneficial and explore its various advantages in the marketing realm.
Authenticity: The Power of Being Real
Today’s consumers are savvy and discerning, often seeing through overly polished marketing tactics. Authenticity has become a cornerstone of consumer trust and loyalty. When brands embrace their imperfections, they present themselves as genuine and relatable, which is increasingly essential in a digital age where transparency is vital.
Social media amplifies both the good and the bad, making it crucial for brands to maintain an authentic presence. Consumers value transparency and are quick to spot disingenuous attempts at marketing. This shift has led to a growing preference for brands that openly share their journeys, including their successes and failures.
Consider how a heartfelt apology from a company can transform a crisis into an opportunity. Rather than a robotic corporate statement, a sincere message acknowledging an error and outlining improvement steps resonates deeply with customers. By admitting flaws and showing a commitment to change, a brand humanizes itself and builds a stronger connection with its audience.
Authenticity isn’t just about addressing mistakes; it’s about the overall brand narrative. Sharing behind-the-scenes content, employee stories, and user-generated content provides a genuine glimpse into the brand. These elements showcase the real people behind the brand and their dedication, offering an authentic view that extends beyond polished marketing materials.
Consistency is also crucial in authenticity. Brands that maintain a consistent voice and message across all touchpoints—be it their website, social media, customer service, or product quality—reinforce their identity and build a reliable image. When customers know what to expect, they are more likely to develop a sense of trust and loyalty.
Ultimately, authenticity leads to stronger brand advocacy. Customers who feel a genuine connection to a brand are more likely to become loyal advocates, sharing their positive experiences and supporting the brand through word-of-mouth marketing. This kind of organic promotion, rooted in real experiences and trust, can be more effective than traditional advertising.
For example, Patagonia is renowned for its authenticity. The brand doesn’t shy away from discussing its environmental impact and the steps it’s taking to improve. This transparency, even about imperfections, enhances Patagonia’s credibility and forges a deeper connection with its audience.
Connection: Building Stronger Bonds
Imperfections make brands more relatable. When a company reveals its human side, it fosters a connection with its audience. People are more likely to relate to and trust a brand that acknowledges its flaws and learns from them.
Social media has provided brands with the platform to showcase their imperfect side. Behind-the-scenes content, unpolished photos, and candid stories can humanize a brand and often perform better than perfectly staged posts because they feel more genuine and approachable.
Take Wendy’s Twitter account, for instance. Known for its witty and sometimes imperfect interactions with customers, Wendy’s has created a more approachable brand persona and built a loyal community of followers who appreciate its authenticity and humor.
Innovation: The Freedom to Experiment
Perfectionism can stifle creativity. When businesses accept that not everything will be flawless, they free themselves to experiment and innovate. This freedom can lead to groundbreaking ideas and solutions that might never emerge in a culture obsessed with flawlessness.
In a perfection-driven environment, employees may feel pressured to avoid risks and stick to safe methods, which can stifle innovation. However, creativity thrives when the focus shifts from achieving perfection to making progress. Embracing imperfection encourages employees to think outside the box, try new approaches, and learn from their experiences.
Innovation often arises from trial and error. Companies that promote experimentation and accept failures as part of the process are more likely to discover innovative solutions. By embracing imperfection, businesses foster an environment where creative ideas can flourish without fearing immediate rejection.
A culture that values experimentation nurtures curiosity and exploration. Employees are empowered to propose unconventional ideas and test new strategies without fear of negative repercussions. This not only boosts morale but also leads to a range of solutions, some of which can be transformative for the business.
Moreover, the process of experimenting and learning from failures can lead to more refined and resilient solutions. Each failure provides valuable insights that contribute to a project's eventual success. This iterative approach of testing, learning, and improving can result in innovations that better meet market needs.
An innovation-friendly culture that embraces imperfection can also attract and retain top talent. Creative individuals are drawn to environments where they have the freedom to explore their ideas and make meaningful contributions. By fostering a culture of experimentation and growth, companies build a passionate and engaged team.
For example, Google’s “20% time” policy allows employees to spend a portion of their work hours on projects they are passionate about, even if they aren’t related to their primary job. This policy has led to successful innovations like Gmail and Google News, demonstrating that a culture embracing imperfection can spark significant creativity and progress.
Growth: Encouraging a Growth Mindset
Embracing imperfection promotes a growth mindset, which values continuous improvement over the pursuit of a fixed ideal. This mindset is crucial for both personal and professional development. In a growth-oriented culture, mistakes are viewed as learning opportunities, empowering employees to take risks and innovate without fear of failure.
Toyota’s approach, known as Kaizen, exemplifies this mindset. By continuously seeking to improve processes and products, Toyota demonstrates how embracing imperfection can lead to significant advancements and maintain its leadership position in innovation and quality.
Resilience: Demonstrating Strength Through Adversity
How a company handles and learns from its imperfections can highlight its resilience. In a constantly evolving business environment, the ability to adapt and overcome challenges is essential. Brands that acknowledge their flaws and actively work to address them inspire confidence and show their capacity to navigate difficulties effectively.
Johnson & Johnson’s response to the Tylenol crisis in the 1980s is a classic example of resilience. Following the cyanide-laced capsule incident, the company swiftly recalled all Tylenol products and introduced tamper-evident packaging, setting new industry standards. By addressing the issue head-on and improving practices, Johnson & Johnson rebuilt trust and emerged stronger.
Summing Up: The Beauty of Imperfection
In our pursuit of perfection, we often overlook the value of imperfection. Embracing flaws doesn’t mean settling for mediocrity; rather, it’s about recognizing that mistakes and imperfections are integral to the journey. In marketing, this approach can lead to greater authenticity, stronger connections, and enhanced innovation.
By accepting and celebrating imperfection, brands can foster more meaningful relationships with their audiences and create an environment where creativity and growth can thrive. Just as the Zen circle symbolizes a moment of free expression, embracing imperfection in business signifies a commitment to authenticity, learning, and progress.
As we navigate the complexities of the modern business world, let’s celebrate the beauty of imperfection and harness its power to drive success in marketing and beyond.
