A discussion about consistency/inconsistency came up in one of my Think Tank Team Teleconferences about consistency in marketing. Generally creators will make sales calls when they are frightened about their telephone not ringing. Many see marketing as an onerous chore or even a necessary evil, yet the consensus was that it is a necessary activity to grow a business. Marketing demands a steady flow of attention and energy.
Fear is an acronym for False Evidence Appearing Real. What is the false evidence that prevents you from being consistent in your marketing? Is it possible to be creative and consistent or is creating photographs and the marketing of photography two totally separate behaviors. On the other hand, it is vital for creators to be consistent about being inconsistent in order to bring something unique into being.
You cannot perform in a manner inconsistent with the way you see yourself.
Ziglar’s statement is worthy of contemplation. Think about your inconsistent behaviors.
In what ways are they a reflection of how you see yourself.
Consistency is the last refuge of the unimaginative.
Growing creatively demands making mistakes.
If you strive for consistency when you are creating, you are likely to repeat and imitate yourself.
When is inconsistency your ally?
There are those who would misteach us that to stick in a rut is consistency – and a virtue;
and that to climb out of the rut is inconsistency – and a vice.
There is the cry from some successful people that if it is not broke, don’t break it.
This demands being consistent. Doing the same thing, no matter what the results may be.
Eventually this behavior will lead to redundency, repetition, and imitation.
I choose to live my life as a creator with the antithesis of that adage:
If it ain’t broke, break it!
Consistency is contrary to nature, contrary to life.
The only completely consistent people are dead.
But wait a minute Professor Huxley, there are some actions that require consistency and others that require inconsistency.
Almost all successful marketers will tell you they are disciplined about their outreach.
Almost all successful creators will tell you that one of the greatest components of their work entails taking risks.
They are bring inconsistent consistently.
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