As a child, I loved playing with Lego. I would spend countless hours putting together unique structures using these infinitely simple blocks. As I grew older, my structures became more complex and more technically challenging, but in the end, they were still created with these simple plastic blocks.
Photo Credit: Eric
Reflecting back on my childhood, I finally realized why playing with Lego captivated me for so many years. It was not the Lego blocks themselves, but the satisfaction of creating something new; something unique; something magnificent.
My passion continues to this day. Not for Lego, but for online strategy. The building blocks of an online strategy are a bit more complex than plastic blocks, but the idea is the same.
Everyone has access to the same set of blocks. What makes one strategy better than the other is how these blocks are positioned (branding), which blocks are fit together (integration), what types of blocks are used (social and search marketing tools) and how the strategy is built (engagement). The main goal and answer to these questions, of course, depends on the business’ objectives.
Will consumers view your product or service as magnificent (unique) or just another square box?