Providing a Frame of Reference

i’m amazed by the number of businesses out there who think that the best way to market something is to do something earth-shatteringly brand new. yes — this can cut through the matrix and sting. there’s no denying that. however, most people need a frame of reference. that is to say, people need to see you as continuing a tradition that began at some point in the past. why is that? it’s easier to communicate when you can point to concepts already known and understood. people like success — which is inherent in the “staying power” of tradition. comforting. safe. this is where marketing thrives. if there’s one thing that threatens your next big thing, then it’s the risk of the unknown! if you’re a musician and your music sounds even somewhat like the beatles, then you can’t be afraid of tapping into that. if you’re launching a carbonated beverage, then you must point out how it’s like or not like one or more coca-cola or pepsi products. for me, as a creative individual (especially the multi-talented aspect of that), it’s been important to compare myself back to italian renaissance artists like michelangelo and leonardo da vinci. this even connects me back to my family’s heritage.