Incessant Borrowing, Baby Boomers

The principle of “Borrow from the best” lives deeply inside the walls of many stellar corporations, well illustrated by two of the most dominant brands in the world-Microsoft and Wal Mart. DOS was the operating system licensed by Microsoft for IBM personal computers, but Bill Gates didn’t write that program-it was purchased from someone else. Microsoft took an existing idea and made it a dominant product, diffusing personal computers to the masses. At Wal Mart, Sam Walton was famed for plucking ideas from employees, competitors, and books and rolling them out fast. When a reporter asked him about borrowing ideas, he acknowledged the importance of this practice, but he added, “I always try to improve on them.” The way great brands roll over everyone else is by incessant borrowing from the best-perfecting wheels, not inventing them.

Baby Boomers Rule! It’s a simple statement with profound ramifications for marketers.

Just ask the Rolling Stones, Elton John, and Bruce Springsteen, all of whom have achieved market success in part because of their connection to the largest demographic segment in the United States. Once popular with this nostalgic, massive, and lucrative market, bands that evolve to stay relevant and remain top shelf performers can ride the boomer wave to sustained profitability. Brands, such as Coke, have done the same.

Not only do baby boomers dominate the demographics of industrialized economies, they sit poised at the driver’s seat of financial demand. In defiance of the Rolling Stones’ admonition, baby boomers get satisfaction because of their freedom to spend on things they want.