Seth Godin’s current concern lies in encouraging more people to break free from the shackles of self-doubt and to create work that matters. Work that can be considered as art. Art is a state of mind and good, valuable, productive work will, he argues, always find an audience. Andy Warhol had it right some years ago too.
I’m para-phrasing slightly of course but the concept resonates (as so many of Seth’s do) with me because I’m attempting to sit in the 1% of people who are trying to create art and do something a little different in my field of speciality.
Celebrating B2B Art
There isn’t a huge amount of art in the broad world of B2B marketing – this despite attempts to celebrate great B2B art like the B2B Marketing magazine B2B Awards showcase event, this March.
The simple truth is that money still, in large part, matters. What ties all the brands together in the B2B Marketing showcase is the scale of available resource. I don’t see any heavy industry players, manufacturers, small professional services businesses – only the likes of Google, British Gas and BT – themselves all well known hybrid B2B/B2C businesses.
My attempt at Art
It’s bold, exciting and uncomfortable in equal measure opening yourself and your business up. This Marketing Assassin blog (reinvigorated for 2013), my conference and webinar presentations, my Twitter feed and my new b2b digital marketing ebook are all examples of my own trying to do something different and give back. I’ve crammed a lot into nearly 20 years promoting business products and services and this is just the beginning of approaching things in a different way.
Art doesn’t have to be complicated, creative, innovative, dynamic, and/or provocative. It simply has to mean something to the people that come into contact with it. Even better if it can add value in some way, help, resolve, inspire or galvanise a particular onward journey or course of action.
Q: How are you attempting to inject art into your B2B marketing?
Image credit: Polymer Arts blog