Who is Naruto Uzumaki and What does he have to teach me about marketing?
Probably anyone in North America (probably the world) with preadolescent boys at home (or at least hard-core fans of the Cartoon Network) has heard about Naruto. The premier Japanese cartoon (“anime”) in production today, Naruto is the #1 brand/franchise of it’s kind in the world—surpassing the once mighty Pokemon.
Long story short, Naruto is a young “ninja in training” with aspirations to become the next “hokage”—Master Ninja of his clan. Naruto is not the strongest, smartest or even most talented of his compatriots, but he IS, in a word, INDEFATIGUABLE.
When he undertakes a task, there is absolutely nothing that can get in the way of the triumphant completion of said task. Time and again, he pushes just 10% harder, digs 10% deeper than opponents and even partners. He never hesitates. He constantly and consistently keeps moving, switching techniques and trying new attacks. There is no question in the minds of the show’s fans that ultimately, he will achieve his goal.
So what can you learn from Naruto? Here are 5 quick lessons:
Lesson #1– Don’t Quit.
Winston Churchill might not have had the appearance of a ninja, but nevertheless understood and articulated this principle well when he said,
“Never give up. Never, never, never, never, never give up.”
Lesson #2– Dig Deep.
Deeper than your own known limits—or at the very least, the limits of your competitors. 90% of what anyone and everyone brings to a particular challenge is identical, exactly the same. The difference between success and failure is usually only found after the typical and common answers have all been explored (and found wanting), and the extraordinary, unique and highly personalized skills and characteristics of the “ninja” in question are brought to bear. If you stop where everyone else does, you’ll end up where everyone else is. Push beyond, and you will soar beyond.
Lesson #3– Do it hard, fast and NOW.
Ninja battles are won in the vast expanses between microseconds. Modern marketing history is replete with examples of those who missed the boat simply because the failed to grab the brass ring when it came their way. IBM vs. Univac (mainframe computers) Microsoft vs. Digital Research (microcomputer operating systems). Cable TV vs. the “big three” networks (television programming).
George W. Cecil said, “On the plains of hesitation, bleach the bones of countless thousands, who at the dawn of victory sat down to rest, and waiting died.”
In that situation, in that very moment—could the stakes be any higher?
Lesson #4—Be consistent.
Jim Rohn said that the primary challenge of marketing is to have something good to say, say it well, and say it often.” In marketing, life, and ninja battle, victory is seldom achieve via a one-shot knockout punch. After 30 years and six films, Rocky is still the champ in the minds of millions.
Lesson #5—Mix it up.
You’ve heard the old saw, “if at first you don’t succeed, try, try again.” Well, sort of. With a slight but significant variation:
“If at first you don’t succeed, try (SOMETHING DIFFERENT), try (SOMETHING NEW) again.”
It’s reported that Albert Einstein said that the definition of insanity is doing the exact same thing over and over and expecting different results. Who can argue with logic like that? Especially when it’s coming from Albert Einstein.
A true marketing ninja not only keeps trying different attacks, techniques and approaches, but is also always thinking ahead instinctively, anticipating complete sequences of future moves based on the ever-changing realities of the here and now.
Next time we’ll look specifically at three of Naruto’s favorite ninja techniques for ideas of how a flexible ninja addresses changing battle realities.