A: Settling for sameness. It’s been more than a decade since Simon Hayward of Gartner proclaimed, “Most products are now good enough to serve the majority of users most of the time.” Hayward was telling B2B marketers to stop messaging at the table stakes level; to stop settling for uninspired approaches and language that the big players in your space have made so prevalent. Aspire to stand out versus blending in. In recent years, perhaps no industry segment has been more guilty of “settling” than Industry 4.0, i.e., IIoT. Nearly every manufacturer is pivoting some or all their business on software and service models that incorporate IIoT. By doing so, they hope to help customers “drive unconventional growth by optimizing assets through digital transformation and unlocking unprecedented efficiencies.” Barf bag, please. Messaging in the IIoT space lacks imagination, and that’s largely because the consultants and technology companies all decided to use the same lexicon of platitudes, such as:
Messaging shouldn’t be a game of Mad Libs, but in many cases, it is. Try your absolute hardest to find the story you can truly own. Just because Accenture, Deloitte and IBM say something a certain way doesn’t mean you have to follow suit.