Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the all new Nike campaign „Nothing beats a Londoner“
Fear of change(metathesiophobia) is one of the most common causes of failure. Followedclosely by the fear of making mistakes (atychiphobia) and the fear of anythingnew (neophobia). These fears are to a certain extent perfectly healthy, as theyprotect us from serious mistakes and dangers and allowed us to survive inprimitive times. We are all a bit shy about coming out of our comfort zone andgetting involved in something new. The unknown scares us and prevents progressand renewal. There are 650 scientifically recognised fears and phobias. Butonly one form of courage. And without the courage to fail, there is no realinnovation. Unfortunately, in large corporations this is far too rarely calledupon and encouraged, because there is a culture of avoiding mistakes. Today,the one that excels in his career is the one that makes the least mistakes.
It is scientificallyproven that the fear of losing is much greater than the joy of winning. Thisexplains why sports teams playing against relegation appear particularlyunlucky. The first thing that top athletes learn is to turn this around. JürgenKlopp summed it up well when he said: "Thelust for victory must be 10 times higher than the fear of defeat." Itis the people who do not fear change who write history and move us forward.People who are not afraid to be ridiculed (catagelophobia).
And ifthey had never existed, we would still be sitting in our caves today(agoraphobia), just as our ancestors once did. In complete safety, of course.