The Emperor's New Clothes - A modern re-telling

Allow me to cast a modern parable, one drawn from the ancient tale of the Emperor's New Clothes.

"In the fabled kingdom of advertising, there ruled an Emperor, 'Marketing Strategy', who was known to have a penchant for the grand and novel. At his court gathered an array of tailors and designers, the 'Marketing Platforms', each vying for his attention with a new piece of garb.

These platform tailors were captivated by the allure of 'the next big thing'. With looms that were filled with digital threads and viral needles, they crafted the Emperor's garments, all the while lost in the glamour of emerging technology. They prattled on about the beauty and spectacle of these new technologies but often forgot to ask if these robes were really suitable for their sovereign.

In walked two shrewd weavers, representing the wisdom of aligning strategies with the clients' needs. 'Your Highness,' they declared, 'what if we told you that all these technological fabrics you've been donning are invisible to the common folk?'

The room fell into a hush.

'These new-age cloaks are dazzling,' the wise weavers continued, 'but are they right for your kingdom? Are they fit for your subjects, the audiences you aim to reach?'

The Emperor was intrigued. He understood that it wasn't about being swayed by the latest thing but about digging deep to see what was truly appropriate for his people. Technology was not to overshadow strategy but to serve it. He had become a victim of Cruel Optimism where something you desire is actually an obstacle to your flourishing. The Emperor had realised that he was now serving the technology and not his people.

He soon saw that all these new-fangled garments, attractive as they were, could become mere illusions if not worn with due consideration. It was not about using his kingdom as a test bed for something new; it was about meaningful improvements rather than fleeting excitement.

The Emperor declared, 'From this day on, we shall never lose sight of our true purpose. We shall be guided by what's best for our subjects, not what momentarily dazzles our eyes.'

And so, the Emperor's New Clothes became a tale not just of vanity but of vision. It's a story that speaks to our age, an age where the chase for the novel can blind us to the essence of what we do. It reminds marketers not to become addicted to the channel but to focus, hand on heart, on adding true value.

In our own empires of enterprise and strategy, may we don the robes that truly suit us and those we serve.

Inspired by an article I read on Performance Marketing World by Mike Fantis VP Managing Partner at DAC Group