In the Heart of Creativity: Learning from Jaws

In the Heart of Creativity: Learning from Jaws

Welcome to our little corner of the world where we chat about creativity, marketing, and maybe even a few good book recommendations. This week, let’s dive into something that’s been on my mind lately, inspired by a recent read.

The Tradition Breaker

Picture this: it’s summer, and like clockwork, I pull out the classic movie “Jaws.” But this year, I decided to do something different; I picked up the book by Peter Benchley instead. I must tell you, **it was one of the least scary books I’ve ever read.** It made me reminisce about the essence of creativity and how it can influence industries, especially marketing.

Creating a New Genre

Benchley did what most wouldn’t dare to do: he created a genre where none existed—shark attack thrillers. At the time, shark research was almost non-existent, and the idea that anyone would care about a story centered around a giant shark was far-fetched. Yet, there was Benchley, breaking ground and taking risks. You can sense the confidence that he had! I imagine he thought, **”If I’m going to leave my mark, I can’t do what’s already been done.”** And guess what? He did!

The Sea of Sameness

In my marketing career, I often see companies shelling out millions trying to grab attention. They believe that sticking with the ‘sure thing’ will yield the best results. However, this leads us to what I like to call the Sea of Sameness. If everything resembles each other, no one stands out. And trust me, when your marketing fails to stand out, you’re likely wasting a lot of that budget.

Why Originality Matters

You see, people love *originals.* They gravitate towards brands that offer something unique. One of my mentors always said, **“Nobody is standing around waiting to see what your brand will do next; they don’t care.”** It’s a hard truth but one that’s important. Original ideas keep people engaged and interested. When you copy others, consumers often give credit to the original creator, not you. Think about it: if your ad mirrors someone else’s, who gets the applause? Exactly.

The Jaws Effect

Let’s take a moment to circle back to “Jaws.” While Benchley’s novel remains iconic, the sequels that followed just didn’t capture that same magic. Ever heard of “Jaws 3-D”? Or “Jaws 4”? Sure, they exist but pale in comparison. The same can be said for the endless stream of shark-themed movies that followed. How many do you remember? Right—most of them are forgettable.

A Glittering Exception: Sharknado

Now, for a little fun: let’s talk about “Sharknado.” Yes, I know what you’re thinking, and yes, it was campy and absurd. They seriously paired sharks with tornadoes! But here’s the kicker: it was original. Audiences took notice, and how! With a minuscule budget of $2 million for the first film, the franchise grossed over **$4.503 billion**. That’s a staggering profit margin for a movie that many snickered at. It shows that being original, even if it means being silly or bizarre, pays off.

Breaking Away from The Norm

The core takeaway here is simple. Evaluate your brand against your competitors. See how it stacks up and, if you find similarities, it’s time to break away and carve a new path. Don’t be afraid to take risks! As Sheriff Brody famously said at the end of “Jaws,” **“Smile, you son of a bitch.”** Go make something original! Marketing is not just about following trends; it’s about setting them.

The Call to Action

So, the next time you find yourself checking out what everyone else is up to, consider this: are you ready to break the mold? After all, in a world saturated with imitations, being an original is not only refreshing; it’s essential for getting noticed. Let’s create and innovate, because that’s where true excitement lies!