Marketing for Rainmakers

I recently took a family trip to Italy where I was deeply moved by Michelangelo’s “David” — far and away the most spectacular piece of artwork I’ve ever experienced. The beauty and majesty of the sculpture defy description, and only the most stoic of viewers could not be left breathless.

What I later learned, however, is that the marble used by Michelangelo had been virtually discarded and ignored. The massive block of marble was considered too tall, too narrow, and of an inferior quality. It had been worked on by two sculptors prior to Michelangelo, but both had walked away from the project. Countless others had subsequently turned down the opportunity to reveal the treasure hidden inside.

Michelangelo, on the other hand, jumped at the opportunity to work on a project of such scale. You could argue that it was his youthful bravado and inexperience that led him to accept a task that others — older and wiser — had summarily rejected. I would argue, instead, that it was due to Michelangelo’s rainmaker-style ability to visualize his goal and bring it to life. Indeed, Michelangelo believed and stated that he did not “sculpt” David. Rather, David existed within the marble and he simply removed everything that wasn’t David.

That ability to visualize and focus on the result rather than the process, combined with a determination to eliminate any and all unnecessary material/baggage/noise/politics/etc., is the mark of rainmaking marketers who get it done and get it right.