New York’s newest attraction is the High Line. It is a park built on an abandoned elevated railroad track on the West Side of Manhattan. There is a wonderful article about it by Julie V. Iovine in the Wall Street Journal, with a video tour online. (Paid subscription required, unfortunately. But here is the FREE official High Line website.)
As interesting as this new park is, it is the story of community doubts, prohibitive costs general opposition, and their eventual resolution that is more to the point of this post. All because in reading the article I came across this great phrase: “…and a willingness to risk the unpredictable…”
Yes, Ms. Iovine uses it in the context of urban development. But I’d like you to use it in the context of every marketing communication you create. Don’t settle for the same predictable results. There is a big difference between, “Try this, and that will happen,” and “Try this, but who knows what might happen.” And the truth is, nothing is ever completely predictable. (Fill in your own example here.)
Take a risk, and even if it does not achieve all you had hoped for, I bet you will have learned something valuable.
See you on the High Line.
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