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Why bravery is so important in marketing

As I write this, our latest Umault video is having a viral-ish moment. It's being re-tweeted, re-posted, and liked – all the things. It feels terrific.

Here it is:

But 24 hours ago, just before I hit upload, I had nagging feelings that this video was terrible and we had wasted valuable time and money making it.

How could this be? It's not like I haven't overseen other successful video projects. Why such strong doubt? As the Creative Director of Umault, shouldn't I know if something will work by now?

I wish the answer were, "Yes, I always know what will work!"

Alas, I don't.

But in that moment of hesitation, just before sending the video off to its ultimate judgment, I remembered what actually makes great marketing: bravery.

It's the bravery to do what you haven't seen others do before.

It's the bravery to take a chance on a story you're not sure anyone will understand. In the case of the video in question, it's about migrating to Google Analytics 4 – it doesn't get any riskier than that!

It's the bravery to take a risk on the most fragile thing in the world: a new idea.

Now I can't take credit for the bravery thing. Legendary creative director Lee Clow said, "Don't do the right thing, do the brave thing."

But I can take credit for acting with bravery. And so can you.

The next time you come across a great, unproven, new idea. Be brave and go with it. Yeah, you may fail – but you may achieve the ultimate dream: something unique no one has ever done.





Picture of Guy bauer, founder of umault

Guy has been making commercial videos for over 20 years and is the author of “Death to the Corporate Video: A Modern Approach that Works.” He started the agency in 2010 after a decade of working in TV, film and radio. He’s been losing hair and gaining weight ever since.

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