SBR 57: The cost of playing it safe with marketing strategY
Not long ago, we pitched for a brand we genuinely admired. It had a strong product, real momentum, and an exciting growth challenge. We came with sharp thinking, a world class collective of channel experts, commercial rigour, and a clear point of view.
The client chose to work with someone else. Not because our thinking didn’t land. Not because the chemistry wasn’t there. But because the other agency had done it “many times before.”
We SIMPLY weren’t the safeST option.
And in that moment, I understood exactly why we lost. Whilst everything about the client screamed risk-taker, they didn’t want a challenger partner to help them with their brand. They wanted reassurance, and that’s a valid choice.
But it’s also a risky one – just in disguise. Because when brands default to the safest pair of hands, they often get:
Strategy that reinforces the status quo
Creative that feels familiar before it’s even launched
A process that’s smooth, but not transformative
A rush to tactics as the strategy is assumed from previous work
And that’s fine – if you want to hold ground. But the safe option rarely leads to breakout growth.
Looking back, we didn’t do enough to help the client see that the “safe” choice might actually be the riskiest. It’s my job to reframe that. To show that what looks like boldness is often just well-structured thinking – grounded in insight, experience, and strategic clarity. I could have done more to make that visible. To help them see that sticking with the familiar wasn’t lower risk – it was lower return. That real growth lives on the other side of discomfort – and our role is to make that step feel secure, not scary.
Our view is simple:
Safe doesn’t win. Smart does.
And smart means:
– Understanding your audience deeply
– Making bold, informed bets
– Building a strategy rooted in commercial truth, not past comfort
That’s the work we love. And that’s who we’re for. If you’re looking to unlock your next phase of growth, not just manage the current one, then let’s talk. 👋 knock-knock@bigblackdoor.com or just reply to this email to start a conversation.
bravery is baked into the name of our business:
After all, bravery is (one of the reasons) why we’re called Big Black Door. It comes from an old Persian fable: a general offers prisoners a choice – face the firing squad, or walk through a mysterious black door. Most choose the firing squad, fearing the unknown. But behind the door? Freedom.
It’s a reminder that what feels risky often isn’t – and what feels safe can cost us everything. Our job is to help brands see the difference – and walk through the door with confidence.