Moving forward to May 2013…after several attempts at poking holes by some in my ’19’ number during sessions I’ve led around LA…it turns out we have a 20th source, after all.
And it is ironically, one that we have had in our decks while speaking at these many events this entire time, but never really thought of it quite in this context…until now. More, it kind of brings you back to a starting point, and why you are creating Digital Content to begin with.
The 20th Revenue Source, as quoted from Pete Docter of Pixar, is this: “Never Start With Marketing in Mind. That’s not what makes a good movie. If you start with that…well, you know where that goes. You have to think about good storytelling and characters first.”
Another way to say this: Don’t make Creative decisions based on the Business Plan, or the Business Plan won’t matter. [Yes, there is a line here, yes, everyone has budgets, and yes, there will always be exceptions to this. But at the core, the project must be based on THE PROJECT, and not on THE MARKETING.]
A perfect example, that is also very current: All those companies out there ordering their agency to, ‘make me a video that goes viral‘. Right…
Some reading my prior work on this subject may see this as a different animal here, than the original 19 written about. It may be. And it may be more intrinsic, or “implied” than the others. But not really.
Every great person selling, knows they need a great product, to really cap their efforts. And so while the original ‘List of 19’ are more actual tools in a way…you very likely WILL NOT have revenue, or to worry about any of the ‘List of 19’…if you don’t make a great project first.
So, in the end, while ‘Never Start With Marketing in Mind’ is our 20th Revenue Source, it is actually the door through which all the others follow.
NOTE: This is our 137th post for MoM[S], and it arrives on our 4th Anniversary of writing MindOnMedia[Sales] on the great WordPress platform. Congrats to Ken Nicholas on this achievement and THANK YOU to our readers!