Is Your Company a Circus?

It’s my wife’s birthday tomorrow and I took her and my two kids to the Circus this evening.  At several points there were so many great acts going on at one time, it was tough deciding what to watch.

When I mentioned this to my wife, she kindly informed me that this was typical and dated back to early circus styles.  It’s no wonder most traditional circus companies have gone out of business while modern and focused shows like Cirque du Soleil continue to grow in popularity.  It’s about telling a great story.  One chapter at a time.

Is your company a circus?

I don’t mean this in a bad way.  The performers in the arena were absolutely phenomenal and I was very impressed.  It’s just that sometimes they had 12 people all doing their own tricks at the same time, periodically making a frustrating experience rather than one cohesive program.

Sound like your company?

Lately, I’ve been spending a lot of my time in marketing leadership and branding, and while studying several companies I’ve found that the Shriner’s Circus isn’t the only one in town.  It seems to be a challenge for many 8pm Warriors that have several great stories to tell, multiple positive events happening, and so many good ideas.  Instead of synergy, we get quite the opposite.  We get a corporate circus.

Let me know if this sounds familiar:

  • Jane is sending out a mass email over here.
  • John is posting a different corporate Facebook announcement there.
  • Sue is blogging about something completely different than Jane and John on the corporate blog.

They’re all good things on their own, but from an outsider’s perspective it’s hard to focus on one story.  It’s like telling three stories at one time.

It’s a Circus.

This is something to think about if you’re in leadership trying to reach customers who only have so much time and attention to give you.

Weave it all together. Have one voice.  Tell a great story!

Have a great night,

Aaron@Biebert