There’s a phrase in marketing strategy: “Cherchez le creneau.” It means “look for the hole.” You look for the flaw, or weak spot, in your competition. Then you focus your efforts on exposing that flaw to your own maximum potential in your advertising, publicity, branding, putting-yourself-out-there-ness.
I know, you don’t normally come here expecting to learn cool french phrases. But that’s just for free, today, because I’m feeling generous. And thankful. And isn’t learning self-leadership more than a bit like learning a new language?
Back to finding the hole. Here’s an example: way back in practically pre-historic times, everyone took Bayer aspirin. It was harsh on stomach linings and had other yucchy side effects, but people still took it because it was the best thing out there. Do you remember that?
Then along came Tylenol.
Tylenol’s first ads started out talking about what we don’t like about taking aspirin- tummyaches, blurred vision, constipation, dizziness, drowsiness, heartburn, lightheadedness, sometimes even vomiting. Only after they had mentioned all the problems with aspirin did they present the alternative. And people listened; now Tylenol towers over aspirin in sales and brand recognition and loyalty.
But this is not a post about beating your enemies through exploiting their weaknesses.
It’s about redefining the holes.
It’s my belief that exercising self-leadership looks like identifying your own “holes” and actively working to fill them. Other words for holes are “weaknesses” or “blind spots”- words describing areas where we fall short. You’ve probably focused some recent New Year’s Resolutions on repairing holes that you’ve noticed over the past year or lifetime or so.
What if I told you that I don’t think those holes need as much of your effort as you think they do? At least not as much get ‘er done, grind-it-out, no-matter-what, whatever-it-takes-struggle.
What if, instead, your holes needed your acceptance? Your empathy? Your curiosity and tender compassion? What if they needed some positive attention, some welcome, possibly a bit of camaraderie or even celebration?
Don’t misunderstand me. All holes need attention, or else our lives will be like that scene in the Princess Bride where Westley and Buttercup enter the Thieves Forest and get sucked underground by the quicksand at the Fire Swamp. Blood, sweat and tears will most likely still be required even if we take this alternative route.
In fact, accepting our holes just as they are will probably be more painful than trying to fix them.
And yet, I’m convinced that in the long run, loving your holey self just as it is will turn out to be one of the most courageous choices you will ever make.
Holes. Everyone has them. Stop trying to hide or patch them. Instead, search for them as one searches for treasure in a field. And when you find them, be gentle. You may just find strength in what you thought was your weakest point.
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