Expertise Marketplace - Professional Service Firm Marketing Blog: Become a real live Superhero!

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Supergirl Wouldn't it be great if we could have superpowers? X-ray vision. Super hearing. How about the ability to fly!?

Think about all the times you've imagined this, or bantered during cocktails about which powers you'd like to have. Think about the enduring appeal of comics and movies about people with special powers -- Spiderman, Superman, the X-Men, and on and on.

For those of us in professional services marketing, just think about all the times you have imagined having special powers to lead your company to undisputed and awesome marketplace success.

This morning, I attended a networking breakfast and encountered a pleasant surprise: one of the group's members, Adam Marx, is building a business to offer superhero training. I think his points have tremendous relevance for the leadership of professional services marketing.

Here are some nuggets that I took away:

Superheroes are really like us: Sure, they have special skills, and unique abilities; they also have frailties -- all in one bundle. The whole superhero concept is an exaggerated but appropriate reminder that each of us has a set of unique talents and expertise. Movie and comic book heroes remind us that a superhero's frailties do not diminish his or her super powers. In professional services marketing, being clearer about our unique abilities (with ourselves and our colleagues), could be a refreshing step forward. Wouldn't it be great if we could boldly acknowledge our own unique abilities, using them unabashedly when they are necessary, and be equally open about our frailties, so much so that we could seek out the complimentary unique abilities from other superheroes when challenges arise?
Superheroes are dedicated to using their powers to achieve a positive goal: For movies and comics, it's to rid the world of evil, and to fight for the good, the just, and the compassionate. Adam Marx reminded us of this central theme in superhero lore. It's a crucial concept for professional services marketing leaders -- the idea that one is dedicated to achieving a positive goal. But how many of us are even able to articulate to ourselves our personal goal for our marketing leadership positions? And can't we learn something from superheroes, whose goals never waiver, making it easier for people who need our superpowers to know exactly when to turn to us? (Look! It's the Bat Signal flashing in the Gotham City sky!)
Superheroes switch into their hero identity when the occasion calls for it: I love the metaphor of the secret identity, one that is called forth for special occasions. It allows the superhero to be a "regular person" on most days. This theme is also a critical one: the superhero recognizes when he or she needs to switch into the super identity. The need is clear, and the hoped-for outcome is obvious. Professional services marketers should think like this too: to be on the lookout for situations where superpowers can make a positive difference, and to be obvious when you're using those powers.
Superheroes use a personal logo. This one was my favorite. In Adam Marx's training, he helps individuals to create a visual manifestation of their superpowers and their dedication to using them for a positive outcome. Yes, they develop a personal logo! OK, you don't have to wear tights and a cape, but wouldn't it be interesting -- even helpful -- to display your superpowers logo, as a pin on your lapel, or as a picture in your office. Wouldn't this have a positive effect on your colleagues, so they would know when you are in superhero mode, and that you are employing your unique abilities to direct them toward achieving an important goal?

Take a moment, now. Imagine the superpowers you wish you could have. Take another moment now, to acknowledge the unique abilities that you actually do have, and how you can be more conscious and intentional about applying them in discreet marketing leadership situations. I'd wager that each of us could be more effective in achieving our firm's marketplace gains if we decided to become real live superheroes.