Market Like The Boss. Two Lessons from Springsteen.

In the summer of 1978, Bruce Springsteen released Darkness on the Edge of Town.

This weekend, I heard a recorded interview celebrating the 40-year anniversary of Darkness and Bruce said something that hit home to me as a life-long marketer…

I’m paraphrasing, but the gist is…

“We finished recording and I took the album back to my hotel room to listen to it on a little record player. When it was done, I said, ‘I hate it,’ then we put it out.”

Without a doubt, the most Springsteen quote ever! I get two messages here:

Never Settle Darkness on the Edge of Town is a classic, going TRIPLE Platinum in the U.S. (selling more than 3,000,000 copies). With working class anthems like “Racing in the Street,” “Badlands,” “Prove it All Night,” and, of course, “Darkness on the Edge of Town,” the album was an instant classic. And Bruce’s first reaction when listening, alone in his hotel room?

“I hate it.”

Whether you deal with an agency or dream-up your own creative … never settle. Every ad can be clearer, more succinct, more impactful, smarter.

Know When Enough is Enough Bruce commented (about this album that he hated) that the band had said all they had to say in those ten songs. It was as good as he could make it. While many other written and recorded songs did not make the final cut, Darkness told the story that they wanted told and the brevity was part of that story.

As marketers, we need to know when to just, “put it out.” I’ve seen it enough to believe it is “law…”

If you over-tinker, you ruin your work!

• Is the message clear?

• Is the call to action obvious?

• Does the ad differentiate you?

• Will the ad grab someone’s attention?

• Is it compliant?

If you can answer, “yes,” to all … put it out and walk away.

With a critical eye, a drive to be the best and the discipline to walk away at the right time, you too can market like The Boss.