Dull Knives

What dull knives can teach us about dull marketing channels.

The most dangerous tool in the kitchen isn't the sharpest knife – it’s the dullest one.

This might feel counterintuitive (you might be thinking that sharp knives are more likely to be the most dangerous). But, the reality is, dull knives require more force and more pressure to get the job done. They’re more likely to slip. And when you combine the extra force, extra pressure, and likelihood to slip – that creates the circumstances for something to go wrong.

The knife itself isn’t inherently dangerous – the danger is that you’re still using it.

The same is true when it comes to brands and marketing.

When we talk about consumer experiences, we often focus on our best channels or strongest touchpoints: the beautiful campaign, the website redesign, the packaging that pops.

But the thing is, customers don’t experience only the best work – they experience the totality of the brand.

And because of that, the most dangerous channel in your marketing mix isn't necessarily the least important one: it's the weakest one your customers still experience.

It’s the website where information exists – but it takes 6 clicks to find it.

It’s the email stream that is still being deployed – but has outdated look & feel elements still lingering.

It’s the customer service process that solves issues – but creates unnecessary friction.

Like a dull kitchen knife, the problem isn't that these channels don't work – the problem is that they work just well enough that fixing them never feels urgent.

And that “just well enough” state is what the consumer is experiencing. At that moment, for that customer, the weakest channel is the brand.

Remember: We often notice our strongest channels because we're proud of them. Customers often notice the weakest ones because they have to use them.

So here’s what I’d leave you with: You probably already know what your weakest channel is. It’s the thing that you’ve been meaning to improve, but haven’t prioritized because it’s still technically working. What can you do this week to “sharpen the knife”?

Thanks for spending time with me in my workshop,

Eric