Average practitioners participate in the current conversation, promoters of the future change it.
- PepsiCo is a practitioner when they say, “We’re better than Coke.”
- GE is a practitioner when they spend $162 million every year to regurgitate “imagination at work.”
- And #agtech companies are practitioners when they say things like, “We’re focused on building a multi-crop platform that enhances yield and profit by unlocking new value through transformative applications across targeted thinning, protectant, and nutrient delivery and laser applications at the millimeter level.”
Yes, that’s a real example.
It’s boring. It’s forgettable. It’s consensus.
There’s nothing provocative in their language, nothing that makes you sit up and pay attention, nothing that changes the way you think about or better understand the problem they solve.
It could be for anybody, so it ends up being for nobody.
If you want to be great, if you want to change the world, then you need to be more than just a common practitioner.
You need to be a promoter of the future.
- Salesforce promoted the future with “cloud computing.”
- Airbnb promoted the future when they told us we could “live like locals.”
- SWAN Systems promotes the future by moving irrigation technology “from measurement to management.”
- SwarmFarm Robotics is promoting the future with “integrated autonomy.”
Legendary companies don’t simply come up with new, cute, or creative ways to say they do the same thing as everyone else in their space.
They change the subject.
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