When your creative developments are copied, is it a compliment or is it just plain stealing?
In 2015, I created this awesome digital packet for meeting planners — it’s a marketing deliverable meant to generate bookings. Most all speakers have a one-sheet, but because creating distinction is the primary focus of my favorite brother’s message, I instead developed a packet. It was distinct!
It wasn’t long; however, until I saw a few copies that were similar but not the exact format. Not the first time I’ve had my stuff used by someone else, it pissed me off — but only a little. The concept wasn’t thrown out there in 5 minutes — again, this wasn’t anything like what any other speakers were using — there was a lot of thought behind the concept before ever starting the layout. Having your time-consuming work ripped off and shared as original is beyond frustrating.
Today, another speaker shared his new packet that is so closely aligned to what we did almost 3 years ago, I could take it and sub in Scott’s photos and change a few small details and BAM! Done.
While this stolen piece is confirmation another speaker was impressed by the work (compliment), it’s STILL STEALING, and is one of the “4 Destroyers of Differentiation” outlined in Scott McKain’s book, Create Distinction, often referenced in presentations.
Sadly, shortcuts and stealing can be profitable. So now, it means that we have to figure out something new and distinct only to wait for that to be stolen by those who want to pay us “compliments.” There will always be assholes “those types of competitors” in any business, and pushing forward is the only option, I guess.