Innovation in Marketing: Lessons from Benchley’s “Jaws”

Innovation in Marketing: Lessons from Benchley’s “Jaws”

In the vibrant city of San Francisco, where innovation and creativity seem to dance in the air, a new perspective on old traditions is emerging. Recently, I found myself reflecting on the power of originality in marketing, inspired by a classic story about a great white shark.

A Summer of Change

This past summer, instead of re-watching the classic thriller, “Jaws,” I opted to delve into the original book by Peter Benchley. Let me tell you, it was an eye-opener! Gone were the chills and thrills I anticipated. Instead, I found a narrative that sparked thoughts about courage, creativity, and breaking the mold. Benchley took a deep dive into a world that was largely unexplored—the world of shark attack thrillers at a time when even shark research hadn’t gained momentum.

The Leap into the Unknown

What made Benchley extraordinary wasn’t just his storytelling but his willingness to take risks. He crafted something entirely fresh when others believed it wouldn’t sell—it was a bold move. Just think about it! He wasn’t just writing a book; he was setting the stage for a genre that didn’t yet exist. This kind of creative bravery is what fuels progress and inspires others to carve out their own paths.

Marketing: A Risky Business

Now, you might wonder, what does this have to do with marketing? Well, quite a bit, actually! Every year, businesses spend billions trying to create brand awareness, yet many shy away from true originality in their approaches. It’s so tempting to stick to the tried-and-true, the comfortable strategies that mimic what others have done before. But this, my friends, often leads to what I like to call the “Sea of Sameness.”

Stand Out or Get Lost

In this sea, brands blend into a fog where nothing really piques the interest of consumers. When every ad looks familiar, the spending is mostly for naught. Customers crave authenticity and originality—they are more likely to connect with a brand that stands out. Think about your favorite brands; they are likely originals that you’ve formed a relationship with. As one of my mentors once said, “Nobody is standing around waiting to see what your brand will do next.” Your job is to grab their attention and make them care.

Lessons from a Shark

Returning to Benchley’s masterpiece, we see a similar story unfold. The original “Jaws” became a cultural phenomenon, spawning countless sequels—most of which failed to capture the magic of the first. In fact, the sequels were often laughable in comparison, serving as perfect examples of how copycats can dilute a brand’s legacy.

The Success of Originality

From shark films to marketing, the common denominator is clear: originals find success. “Sharknado,” a quirky take on a shark-centric storyline, even turned into a surprise hit, raking in over 4 billion dollars worldwide—a testament to the power of originality over imitation. Even movies like “The Meg” brought something unique to the table and reaped substantial rewards.

Break Away from the Ordinary

This brings us back to the call to break away from tradition in marketing. Take a hard look at your brand’s presence in the market—are you blending in with the background? If so, it’s time to shake things up. Carve out a unique identity that doesn’t mimic competitors. It’s about creating something that speaks to people, something that resonates. If your strategies just echo the loudest brands, remember—they are often credited with the originality that isn’t yours.

The Call to Creativity

So, as Sheriff Brody famously stated at the end of “Jaws,” “Smile, you son of a b****!” and dive into creating something original. Let’s embrace the spirit of innovation in a world rich with possibilities. After all, being original is much more than standing out; it’s about setting a new standard that others may one day strive to reach.