Unlearning Is the New Learning
Unlearning is the new learning.
I know this statement may sound contradicting but stick with me just for a minute.
I like to think of unlearning as going back to the basics with an open mind and fresh eyes. Many are the times we are told “this is the correct way of doing things”. Do we stop just for a moment to ask ourselves: What exactly are we doing? Why are we doing it? How do we intend to do it? Is there a more efficient way to do it?
Many people are inclined to follow the majority way without considering whether there are more efficient methods.
Think outside the box.
Richard Bohr said, “Transformation is more about unlearning than learning”.
We must learn, unlearn and relearn in order to move forward. When we start to unlearn, we spark our creativity, which brings out not only our authenticity but also our vulnerability. When we are vulnerable, we are open to learning new perspectives. Unlearning is letting go of the expert mindset and embracing a growth mindset.
In the world of communications, a lot has changed over the years from traditional media to digital media and more precisely, 360-degree marketing.
Most Rotary and Rotaract Clubs are inclined to share their communication through digital media. What if we combine both digital and traditional media?
360-degree marketing is a marketing strategy that aims to reach customers at all possible points of contact. We have to understand that different customers (our members, potential members and potential partners) have different needs and every media channel and tool addresses these needs differently. Having clarity on our brand and ensuring that we have coverage in all the aspects of public relations, media and communications will build our brand to where we want it to be.
When most of us joined Rotary and Rotaract, we found our predecessors sharing communication on social media, became public image ambassadors and public relations directors and followed in their footsteps.
Perhaps it is time to let go of the old ways and find new ways to tell the Rotary story as People of Action. The one thing I love about Rotary/Rotaract is that most people are elected to positions in which they have no professional background whatsoever and then learn on the new role.
As Rotary public image ambassadors, it is high time we consider leveraging marketing tools such as effective websites, social media boosting, curated content in form of video and imagery, grassroot marketing, understanding and leveraging on the different types of Moments of Truth, advertising in other events such as local corporate events, media coverage, thought leadership and brand to brand collaborations.
As marketing professional and TEDx Speaker Jim Copacino puts it, “the best ideas flow freely from a process of intensive and immersive learning followed by a willingness to unlearn.”
Article By Catherine Mwangi| mwangi.catherin@gmail.com
Catherine is the Assistant Rotaract District 9212 Public Image Coordinator and part of the Rotaract District 9212 Training Committee. She is the Professional and Leadership Development Director of the Rotaract Club of Kitengela. She is a creative designer by profession.
