Being mechanical means doing things in a prescribed way. It’s being the way others want us to be. It’s acting the way we think we’re supposed to act. We are mechanical when what we do is done because we believe it is the way to win favor, to be liked or to gain someone’s love.
The problem with being mechanical is that the truth about us usually comes out. And when others find out that we were only going through the motions and that we truly aren’t the person we were pretending to be, bad things happen.
It’s the same with brands. Think about that brand you bought with expectations that were never fulfilled, that sandwich that was way smaller than the one pictured on the menu, that super fast internet connection that is just a hair faster than the one from which you traded up, that movie preview that was far more exciting than the movie itself.
I can’t count the number of people I’ve met in my lifetime. But I know that whatever the number is, it’s big. Yet I can’t think of one solitary person who actually enjoys or looks forward to being duped. In fact, I would lay odds that many who are duped dislike it so much that they would warn others not to be duped. Duping can have some very destructive consequences for the duper.
So, if you’re a duper, start de-duping. Don’t be something you aren’t or can’t be. Don’t be the person or the brand that tries but isn’t what other’s want. Instead of being mechanical, be organic. That is, find your real strengths and celebrate them for all that they are. If those aren’t good enough, figure out a way to make them better. Whatever you do, avoid duping at all costs.