I’ve been watching a few BBC nature specials lately.
Movies are great for characters and narratives, but I find it absolutely fascinating to watch documentaries about animals, birds, fish and even plants living out their lives in a huge variety of environments.
Organisms are continually driven to fulfill two vital needs despite all the hardships and competition that stand in their way:
1) Getting enough food and water to survive
2) Finding and selecting a mate.
After all, if you can’t handle either of those, it’s either the end of you or the end of your species.
And there’s definitely parallels in business. Just like natural organisms, companies need a continual supply of food (a.k.a. revenue and profit) if they’re going to survive to the next quarter.
And companies also need a mate — and often several mates — if they’re going to have any staying power. Here I’m talking a business partner, distributor, supply chain and similar relationships. Without these “mates” to help them carry on, they don’t have much of a future either.
Now there are plenty of examples of ruthless behavior to accomplish either of these goals in nature.
Some people are uncomfortable about watching lions or other predators drag down antelope or buffalo and then devour them alive, for example.
Meanwhile, cuckoos show a different kind of ruthlessness. They lay their eggs in the nest of other species. The cuckoo chick hatches early and grows faster and bigger than the host bird’s offspring. That means the cuckoo gets most (if not all) the food and is often the nest’s only survivor. The hapless “parents” have been tricked and don’t pass on their genes despite all their hard work.
Business can be brutal too. Just refer to any past or current business corruption scandal for how that works.
But fortunately nature can also be quite beautiful and elegant with survival strategies that are mutually beneficial. (In renewable energy field, I think we’re definitely interested in being elegant and harmonious rather than ruthless.)
Certain flowers have adapted their shape so that only one or two types of bird can access their sweet nutritious nectar. The bird not only spreads the flower’s pollen so it can reproduce, it also has an incentive to keep coming back because that flower’s nectar has been made exclusively available for it.
Cleaner wrasses on coral reefs make their living by eating parasites off much larger fish such as groupers (or even sharks) who would otherwise eat the little wrasses. The big fish stay on good behavior and even wait patiently in line so the wrasse can do its job.
These examples of good behavior are based on understanding what the other party wants and needs and giving it to them.
These plants and animals have established, maintained and grown strong relationships to ensure they not only survive but thrive.
And that’s what good marketing and selling is all about. The stronger and more beneficial the relationships you build, the better you’ll do. Just like a highly successful animal, you’ll get more food and find a whole lot more mates if you focus on relationships that keep on giving.
This is especially important in the renewable energy sector — or any “green” sector — where we’re intensely interested not just in making money to survive, but also in securing the planet’s healthy future for generations to come.
If we get it right, we’ll not only assure our own comfortable survival but also that of those amazing plants and animals..
As a copywriter, I have a strong vested interest in helping to make all this happen too. Good copywriting is an essential part of establishing, maintaining and growing strong relationships with potential food sources (clients and customers) and mates (business partners, distributors, supply chains) that work well for everyone.
If you’re looking for some help with that, go ahead and check out the rest of my site. I’d be happy to discuss any future projects you might have in mind. I’m especially keen on writing emails, lead gen materials and content up to and including white papers.
Feel free to email me anytime.