Great marketing feels boring when it's working.
We love new things because they produce dopamine which lights up our brains' reward pathways.
So of course we want to start something fresh every 6 months.
But the brands we respect keep doing the same thing year after year.
Nucor has been telling the same story about American steel and American workers for over 60 years.
Palantir has been saying the same thing about defending the West, despite criticism, for over 20 years.
Sig Sauer, HII, Lockheed...these companies have been saying the same things, to the same people, in pretty much the same way, for decades.
And that consistency, as boring as it seems at times, is why they're pillars in their category.
Seth Godin says, "creative entrepreneurs lose interest long before their marketing message loses its power."
That's because it takes way more discipline to stay on message for years than it does to launch something exciting every quarter.
You'll get bored with your message long before it sinks in with the customer.
You'll get tired of the same-old-same-old and assume everyone else is just as tired of it, when in reality your audience is only just beginning to absorb it.
At Summit 7, we've been teaching the Defense Industrial Base the same fundamental truths about cybersecurity and CMMC for years.
And that brand consistency is a compounding asset.
Each time you repeat the message the interest compounds, and each time you scrap it and start over you reset the balance to zero.
So before you jump headlong into the next cool idea...
Ask yourself if your audience is tired of it, or if you're just bored.
Because boredom could be a sign that you're headed in the right direction.