For years I thought the term “platform” referred to shoes or staging at an event, or what you stood on at a train station. But in today’s marketing jargon, “platform” has a new meaning in a bold new world of self-promotion.
As in, “What’s your platform?” or “You need to build a platform.” Or, “I’m switching platforms.”
A “platform” for the uninitiated is the basis for which you build your brand or image. Social media increases your platform. Scandals make it shaky. Sometimes one platform becomes unsteady, and you need to build another. If you don’t cultivate your platform it gets walked over and outdated.
Every platform needs an “elevator pitch.” As in, if you had a few minutes in the elevator to connect with someone important you want to impress, what is your “elevator pitch.” It’s also your ten second news bite if you are interviewed.
Building platforms requires a tool kit comprised of the skills you have and are selling to others as well the actual tools you need to do the work. My key tool kit skills consist of writing, event planning, brand building, communications strategy, creativity and business leadership. My main pieces of equipment are a computer, iPad and phone. After that, your communications tools may include advertising, social media, publicity, sampling, networking, volunteering, community outreach and numerous other ways to spread the message.
But you must start with a strong foundation. Otherwise you will topple over. You need to take stock of who you are, your strengths and what you want your message (or image) to be to others as the base. It’s important that the platform you build does not become a Tower of Babble, as in silly meaningless chatter or shameless self promotion (note to self!). You also don’t want your platform to become a throne. There will always be someone ready to unseat you if you become too high and mighty. Sincerity, integrity, honesty and vision are the four cornerstones of a strong, lasting platform.
Building platforms is not exclusive to business. It can be the basis for how you live your life: what matters and what does not; what you toss and what you keep; who is your inner circle and who you hold at arm’s length. The key is that your platform does not become a tower that isolates you from others. Platforms should build bridges and not walls.
Platforms, like homes and cars need to be renovated or upgraded over the years. Rarely can you base your life on one platform and set of tools.The great thing about building platforms is that, if one no longer works for you, there is always another one to build. Platforms are really just stages of your life with one act following another. All the high price marketing wizards don’t need to tell you that. Most of us will travel from platform to platform like travelers hopping trains to new places.
in my profession I’ve become a master builder of platforms for other people, brands and companies, and I have built a few of my own. Now I am building a new platform as an author and advocate for women’s issues (September 10th is the book launch if I have not repeated it enough!) – Repetition, like weight lifting, is part of building a strong platform.
Shakespeare said “All the world’s a stage and all the men are merely players: they have their exits and their entrances; and one man in his time plays many parts; his acts being seven ages,”
What he really was talking about was platforms at each stage of your life. It’s really your choice what you want your role to be. But remember, always be ready with an invisible hard hat, a second pair of eyes and a coat of thick skin! Platforms can become unsteady if you lose focus or confidence in what your are building.
