May 19, 2008
Frank Lucas: What is that you got on?
Huey Lucas: What? This?
Frank Lucas: Yeah, that.
Huey Lucas: This is a very, very, very nice suit.
Frank Lucas: That’s a very, very, very nice suit, huh?
Huey Lucas: Yeah.
Frank Lucas: That’s a clown suit. That’s a costume, with a big sign on it that says “Arrest me”. You understand? You’re too loud, you’re making too much noise. Listen to me, the loudest one in the room is the weakest one in the room.
So how is this related to marketing?
For those who haven’t seen the movie, Frank Lucas (played by Denzel Washington) is the mastermind of a massive heroin-dealing operation – he is smart and a self-made man, albeit one that deals mostly in illegal activities (kids, don’t do drugs). Anyways, during most of the film his style is subdued and quietly confident, nothing flashy or blingy. He had a certain elegant power and he did not need to be the center of attention. And his downfall begins when he forgets his own advice and wears a showstopping chinchilla coat and sits ringside at a fight, and therefore catches the eye of law enforcement, and it all goes downhill from there.
Of course, part of the reason that Frank Lucas didn’t want to draw attention to himself is because he was doing things that were illegal; also, his product was the sort that sells itself. But when he says that ”the loudest one in the room is the weakest one in the room”, well, he has a point. The product that has the most gimmicks or the person that is always trying to “network” and to brand him/herself and generally makes it all about them – the loudest ones in the room – are usually the least useful (the gimmicky product) or come across as pushy or desperate (not exactly attractive qualities).
Obviously this doesn’t mean that all marketing or promotion is bad, or that you should rarely speak, but rather that there is a lot of power in simply having a superior product, a better price, or an impressive skill set (Frank Lucas’s product, “Blue Magic”, was both stronger and cheaper than the heroin currently on the market). Granted, heroin is dangerous and addictive and such, but the concept can be applied in a positive fashion.
There is a lot of noise out there about advertising, branding, marketing, search engine optimization (as well as a lot of sites that are basically well-optimized ad-stuffed crap) and other forms of promotion – some of it is valuable and a lot of it is bullshit. The good advice tends to focus on adding value and telling people how you can improve their lives in some way; the bad advice tends to focus on simply getting attention. Well, the loudest or flashiest person in the room gets attention too – but if it is not positive, then what is the point?