My feed reader this morning updated the link for Guy Kawasaki, as usual there was yet another interesting note from him.

If I were to reproduce the essence of the post without giving too much of importance to the Verbatim, he talks about using Disruption techniques to gain momentum or value in any endeavor. Though his post was in connection with the Venture Capitalists industry, think it’s wise to extend its reach beyond the VC horizon.

Any responder to a stimulus has some sort of idea about the stimulus (most of the time a biased view) and expects to see the flow of the stimulus as per his view, many times marketers fall prey to this and end up doing exactly as anticipated by the responder in a communication.

Many times this leads to not-so-desirable response. If you think of an alternate mechanism to circumentvent this, consider weaving a communication message with a twist (something-absolutely-unexpected element) to it. To cite an example, you might have seen the following commercial on Indian Television for personal care and see the role of a cow in Personal Care, the attention during the commercial (at least when the marketer is trying to win the attention in addition to eyeballs the first three times) is quite high – How it results into consistent sale will be determined by the quality of the product, however the success rate of the commercial could be high.

Message with a Thought-Out Twist can be used as a very effective technique to drive attention in any communication you may plan for your audience. However, please do exercise some caution on the new seam you plan to embed in your message, importantly ensure it is not too vague of off-tangent. Last but not the least, close the unexpected-element with a clear actionable to reap the benefits.

I can think of a few ways to see this theory in action, but think it’s better to address specific areas that interests audience of this blog.

Please do use the Contact Page to let me know your case or use the comment page for your accolades and brickbats for this post.