Status Quo + The Pareto Principle

Today, I realized The Pareto Principle applies to the status quo. This principle states that, for many events, roughly 80% of the effects come from 20% of the causes. You know, the 80-20 rule of business. “80% of our sales come from 20% of our customers.” Or something like that.

Now, how this applies to the status quo. I believe that 80% of the impact modern marketers have on brands comes from 20% of our efforts put forth while purposefully challenging the status quo. In other words, the status quo prevails 80% of the time.

Modern marketers view this as a brand opportunity nearly one-quarter full. Here’s how my liberal-arts-influenced MBA math works out. Say you have 4 meetings on your calendar tomorrow. On average, you will overthrow the status quo in one of these meetings. As a result of your efforts, a brand will be inspired to think differently about how it goes to market.

Now, time to get after that 20% and make the most of it. Don’t let the 80% tell you otherwise.