Comparison is the thief of... strategy

I can’t count the number of times I’ve heard:

“That team just did this great thing…”

“We want to do what that business did!”

Or even, “So, there’s this trending video…”

And while those things may have been brilliant, they lure you into designing a communication around a channel rather than a purpose.

Around what you like, instead of what your audience actually needs.

And so, while that may have worked for that team, business or influencer, it may not work for your goals.

This can very quickly lead to miscommunication, misunderstanding or even - a lot of rework.

Why copycat communication fails

Years ago, I supported a major cyber crime communication campaign.

It was the first of its kind with bold tactics, new interactive technology and even iPads in a prize draw.

It was hugely successful and the talk of the company. But with success brings "we want that too!"

My next stakeholder wanted the exact same approach with iPads as prizes.... but for a campaign about whistleblowing - encouraging employees to speak up if they see wrongdoing in the company.

I had to carefully explain why that could raise serious questions if it hit the press. Incentives that worked brilliantly in one context could backfire badly in another - and incentivising the notion of speaking up might not be seen as ethical.

This is the danger of copycat communication. Using something as inspiration is one thing, but replication without the right context can be risky.

Start at the beginning

Jumping straight to a fun delivery idea skips the important groundwork. Instead, pause and ask:

• Why do I need to communicate in the first place?

• What does my audience need right now?

• Will this approach actually work or could it cause problems?

Strategy might sound like “extra work” but in reality it saves time and saves your audience from unnecessary noise - and you from unnecessary work or even rework if it goes wrong.

And - you don’t have to follow every trend

If the latest TikTok dance makes you cringe, that’s absolutely ok! And if a flashy new format doesn’t fit your message, then this is your permission to skip it.

When you begin with purpose and audience, you avoid chasing trends that just don’t fit.

This is exactly why in my Resonate with People™ framework, channel selection is step five and not step one.

It's far easier to pause and start with purpose than to chase an idea down a rabbit hole that you have to desperately climb back out of later.

Bring it back to purpose

In short, don’t let comparison steal your strategy or get distracted by the shiny new "thing".

Lead with purpose so that your communication doesn’t just avoid missteps - it connects, inspires and truly Resonates with People™.

Want to learn more? Download my free Resonate with People™ guide or explore the Online Course for practical tools to build clear, people-first communication.