**4 Minute Read**

When we do something, say something or show something that is out of the ordinary or even unacceptable we leverage shock and awe. It’s very effective. 

Until it isn’t.

That is what Michael Stern writes about in an opinion piece in USA Today where he comes to the realization that shock can be normalized. And because of this it can be leveraged. Stern came to this epiphany while swimming in his underwear when he forgot to bring his swimsuit. This experience opened his eyes to the changes in our society when it comes to shocking behavior. He came to understand how Donald Trump has used shock as part of his communication and management style and leveraged it by normalizing it. Instead of his behavior or words  being a lever that others can use against him, he has leveraged his shocking behavior, tweets and actions to numb us to what would normally have been a negative response.

Leveraging the unexpected is a powerful business tool.

Doing something that will “shock “or ‘awe’ a business audience can be an intentional act. And therefore it is a mechanism by which to attain HyperLeverage.

For example, doing something that veers significantly from the norm can put competitors off guard. It may take significant time and resources for them to react and respond accordingly.

Or changing how a business markets its products can grab the attention of consumers in a market that is crowded. It can change the way people think of a brand – for the positive.

Seth Godin in his seminal marketing book, Purple Cow, reinforces the point of leveraging shock and awe in a simple and succinct way. Taking the reins of perception and bending them to your advantage are powerful tools that separate you from the crowd.

Being outrageous can bring great advantageous. It can reward the risk takers. Go Daddy proved the point with their risque SuperBowl ads.

Of course sometimes it also backfires, as Coca Cola found out in 1985 when it launched “New Coke“. The consumers were indeed ‘shocked” that Coke would make these changes.  But they were definitely not “awed” by what they conceived as a major departure from their beloved product. Their response was certainly not what the executives at Coca Cola anticipated.  They quickly retreated and waited for another opportunity to quietly introduce a more cost effective formulation.

It is important to note that to use leverage shock in a business context requires more than just a ‘shoot for the hip’ approach. It requires forethought, planning and anticipation of what might go wrong and how to quickly address it. It also takes fortitude and willingness to let things play out, even though there may be push back. After all, the purpose is to HyperLeverage it and and reap more impactful results. 

TAKEAWAYS

1.         Be intentional and proactive in presenting a different image to the marketplace

2.         Use “Shock and Awe” to grab attention so that you stand out in a crowd

3.        Be aware that your valued customers may not appreciate or want to be ‘shocked’ and surprised.

4.         Do your homework and plan for how you will handle the reactions of your audience.