„Stop trying to be something you are not.“ Right, that’s what I’m thinking when seeing TV ads of especially large(r) brands and companies – the difference between reality and claim tends to be frickin‘ huge.
Here are some categories of companies that keep trying to make you believe that they are different than what you think they are, who are trying to make you believe that they driven by something „good“ while doing their business: Energy, oil, FMCG, banks, telcos …
One quite remarkable example: GE. Guess what one of their claims is? „Wir sind das GE in GErmany.“ (We’re the GE in GErmany.) How bold is that? A qoute from their website: „GE arbeitet an Themen, die die Welt bewegen. Mit den klügsten Köpfen und den besten Technologien stellen wir uns den schwierigsten Herausforderungen.“
GE claims to have the smartest brains working for them with the best technologies and they claim to represent two seventh of a country that was the place of birth of companies such as Siemens. Not that Siemens is acting that much differently.
Are the smartest brains working in the largest corporations? They will say: „That’s a misinterpretation of what we’ve actually said. We’re working WITH the smartest brains.“ Ok, are the smartest brains working with the largest corporations? The smartest brains will accidentally work for a large corporation … for a while – but rather sooner they will resign because they can’t stand it any longer working with mediocre brains in superior positions who hate to see someone not only being really smart but doing /trying to do something really smart.
But wait, there ARE great minds and brains working for large companies. I get to work with some every day. They tend to be the guys who won’t act bold. Who have made a decision to spend more time trying to do something that appears to be impossible – change something in their own environment, something they actually have influence on, for good. Let’s find them and listen to them. What they are doing is not as black and white as it sounds. It’s about the shades of grey in business. Some of them are not a luxury but a necessity.
The quote „Stop trying to be something you are not.“ is taken from an article on OMNIPOLIS by Martin Oetting – go for it: