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As a competitive cyclist for well over half my life, I constantly find myself comparing everything else in my life to cycling: specifically, racing....
I've never really considered myself to be overly competitive, but I might be kidding myself. My wife claims that I am very, very competitive (that's probably just because I won't let her win, when we play darts).
Still, once my helmet is strapped on, my feet are snapped into the pedals and the starter's whistle/ pistol goes off, I do become a different person. I live for the race!
I will feel like hell the night before a big race; unable to sleep, upset stomach, nervous energy. The day of the race is no better and I frequently feel like I will be sick just moments before the race begins- sometimes even for the first few laps/miles of the actual race. Once I settle down and get over the over-stimulated excitement, I am one with my bike and I feel each and every pedal stroke and things unfold in front of me in slow motion.
Holes in the group that might actually be a mere few inches, look and feel like you could drive a truck through them to me- especially if the finish line is in sight. I live for the closing meters of a race, when all of my effort is focused on winning and not letting other riders steal the victory from me. Sometimes it works and sometimes it doesn't, but I grit my teeth and fight for the finish line as if it belongs to me alone. (We sprinters are an odd bunch- I admit it.)
And what does all this goofy imagery have to do with marketing?
Well, a lot if you think about it all; focus, drive, determination and a bit of fierce competitor are all common traits. However, for me, the bigger correlation is between "me" and "my blog."
My blog has become a big part of how I do business and how the world views me; it is a pretty accurate depiction of the real me. (Just ask Toby--she'll tell you).
I really am just as big a dork in person as I am on the blog--there's no curtain of separation. Not even a thin veil. I had a cycling coach once tell me "train the way you race." It's kind of an "old-world" style of training that essentially means that you go hard, as if you are racing, each time you train. That way, you can always race hard and strong. For me, marketing is the same way--the "me" people see on the blog is the same "me" they meet at tradeshows, events, rides or shop visits.
Here's the point in all of this; train the way you race and race to win. Transparency, honesty and sincerity all go a long way to improving your chances of reaching your target audience.
I'm no genius (though I tell my bosses I am), but simply living what you say will come through in what you are saying. Edelman has learned that lesson a few times over the past few weeks.
I'll see you at the races... just don't get in my way at the finish.
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Comments
Tim,
I hope everyone reads this blog. By the way, another word for dork is authentic.
Like you, I am the person you read here and at my blog. Some want to meet me or work with me; others run for the hills. But no matter which group you are in, you get what you see (read).
I think there is something to say in favor of authenticity, and I believe blogs bring that authentic flavor out in most of us.
Posted by: Lewis Green | 10.31.06
Tim bloggers have a soft-spot for big, authentic dorks ;) And we have a soft-spot for companies that employ actual humans.
I haven't ridden a bike in years, but if I ever get the urge to, or if anyone ever needs a recommendation, I'm telling them to get a Masi. If it's good enough for Tim, it's good enough to suggest to others.
There's a big marketing lesson here that many companies overlook because they can't find a space for 'Blogging ROI' on their balance sheet.
Posted by: Mack Collier | 10.31.06
True enough -- Blogging is, after all, writing. And in writing, it's hard to fake your voice for very long without being exposed. Nice post, Tim.
Posted by: Ann Handley | 10.31.06
Tim - you are not a dork .. you are wonderful .. you are so YOU.
Your fan,
Toby
Posted by: Toby | 11.01.06
I'm gonna have to disagree with Toby. Tim, you are a dork. Just like the rest of us, and we should embrace it! :)
Dork is the new cool,.
Posted by: Paul McEnany | 11.01.06
Thank you all for the comments. Sorry I didn't come play yesterday when this was up- I was slammed with development of an entire product line... um, yeah. What really bums me out though is that Ann kicked my ass in the comment war! Dangit! People, I need you to start posting your comments one sentence at a time, ok?
Lewis- Thank you for your constant support. I do truly appreciate it. Yes, authenticity is the key. Keepin' it real is where it's at!
Mack- Roll on brother. You need a bike, you let me know... Thank you for that bit of support and I actually believe it. I can believe that you would support my brand and not just because we're blog buddies. That's the beauty of the blogging medium. I know that there are people who wouldn't buy my bikes because they already have the bike of their dreams, but they would suggest my bikes to other folks. Why? Because they like what I am doing and think the brand is ok because of that.
Ann- Thanks! (I'm gonna get you though... I'm gonna start carpet bombing my posts with comments!)
Toby- Thank you Diva! Again, it was such a great treat to meet you. Next time, hopefully it'll be on your turf in lovely Hotlanta. I love the place.
Again, thank you all.
Posted by: Tim Jackson | 11.01.06
Paul- Your comment wasn't posted yet when I replied earlier. I agree that dork/ geek/ goober/ goofball/ blogger is the new cool. Sort of like how black is the new pink.
Back atcha my Dallas friend- get your dork groove on!
Posted by: Tim Jackson | 11.01.06
I love this line from your post, Tim...especially given your discussion about me kicking your ass:
"I've never really considered myself to be overly competitive, but I might be kidding myself."
Hello? Dude -- you are competitive even with BLOG COMMENTS! Duh!
Posted by: Ann Handley | 11.01.06
I'm gonna get you Handley... you better watch out!
(Ain't this fun?)
No really... watch out.
Posted by: Tim Jackson | 11.01.06
Great post!
I saw an ant trying to carry a piece of popcorn twice its size to his hill yesterday. I watched for a while with my daughter as he battle with that morsel. I wished I knew which hill was his because I would have given him a ride (even if he bit me). I had to take my daughter into school so we left the little fellow. When I came out that ant had that piece of popcorn hoisted above his head and he was hauling ass towards the hill. That is determination and if I had tried to help him he probably would have bit me. He would have been as competitive as Tim in a race or a blog. Gotta love the nature of each beast.
:-)
Posted by: Tammy Strnatka | 11.01.06
Thank you for that story Tammy. And thank you for the compliment... and I hope everbody knows I'm not entirely serious about the rivalry with Ann (kind of).
Posted by: Tim Jackson | 11.01.06
Okay I'm not obsessed with ants - my daughter is - but here's one for teamwork and determination. This morning, at school, 5 ants are totally working together to move a Goldfish cracker to their hill. 3 had a firm grip on the cracker while 2 others were moving obstacles out of their way. I'm sorry to be such a geek but it was awesome.
So what do ants have to do with this blog?
"Well, a lot if you think about it all; focus, drive, determination and a bit of fierce competitor are all common traits."
T
Posted by: Tammy Strnatka | 11.02.06