There they sit (my amazing daughters), the next generation of would-be drivers longing for the day when the sun will rise on their 16th birthday and, with birds singing, the world smiling, and some sort of theme music playing, they will legally navigate an automobile on one of the nation's 3.9 million miles of public roadways.1 Driving is certainly part of the American dream (okay, okay, ... I know young people all over the world dream of driving as well), and attending the auto show with my family in Columbus, Ohio this weekend made me realize that fact all over again.
I think even more so, I was reminded that people are powerfully drawn to that which is new. I watched my family and thousands of other people in the Convention Center hall and, like bees around a sweet-smelling flower, they seemed to make a greater "buzz" around the new things. Think about it, the whole event is based on showcasing the newest cars and still, it was those makes and models with innovative highlights and creative displays which captured people's attention the most.
So, what's new about you or your organization? I am not talking about something gimmicky, but new with a purpose. What is improved and re-imagined for this calendar year? What is going to thrill the anticipations of those who are already enthusiasts, who believe in your ability to give them an eye-opening moment, who can't wait to reaffirm their commitment to your brand, and who would be confused and bothered if they did not have at least one reason to cheer you on? If you are having trouble answering these questions, perhaps it's time to mobilize your right-brained team, engage your own gray cells, and rediscover the power of new!
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1. "Transportation of the United States," NationalAtlas.gov, accessed on 3/17/2014, http://nationalatlas.gov/transportation.html.
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