Use the difficulty – Lessons from Sir Michael Caine for business leaders and marketers
In a 2002 interview on The Parkinson Show, Sir Michael Caine shared an invaluable piece of advice that has guided him both on and off stage: “Use the difficulty.” When something bad happens, don’t see it as a setback – see it as an opportunity to pivot, innovate, and grow.
This philosophy isn’t just for actors; “Use the difficulty” is a golden rule for marketers. When a brand faces controversy, bad press, or a crisis, the best marketing minds know how to turn adversity into an advantage. Some of the most iconic campaigns in history have emerged from moments of difficulty, proving that resilience and creativity can transform even the worst PR nightmares into brand triumphs.
There’s no such thing as bad press!
It was Oscar Wilde who famously said, “The only thing worse than being talked about is not being talked about.” While that may not always feel true in the face of negative headlines, the greatest brands and marketers understand how to shift the narrative.
One of the best examples? Saatchi & Saatchi’s turnaround marketing strategy. Known for bold, fearless campaigns, they have historically embraced controversy rather than shy away from it. Their work for brands like Silk Cut, British Airways, and even the Conservative Party showcases their ability to lean into strong emotions – be it love, outrage, or curiosity – to create brand awareness that sticks.
When a crisis becomes a campaign
1. KFC: ”FCK, we’re sorry“
When KFC ran out of chicken in the UK in 2018, it was a PR disaster. Customers were outraged, competitors mocked them, and social media was ablaze with complaints. Instead of dodging the controversy, KFC tackled it head-on with humour and humility.
They released a now-iconic print ad featuring an empty KFC bucket with the brand’s letters rearranged to read FCK. This simple yet genius move showed self-awareness, took ownership of the problem, and turned a PR nightmare into a moment of connection with their audience. The result? Customers admired the honesty, and brand loyalty increased.
Lesson learned: Acknowledge mistakes with authenticity and creativity. Audiences appreciate brands that own up to their errors.
2. Apple’s “Think different” – Turning setbacks into strength
In the 1990s, Apple was on the brink of collapse. It was losing market share, and struggling with innovation, and Steve Jobs had been ousted from the company. But when Jobs returned, he didn’t just focus on new products – he shifted the brand’s messaging entirely.
Apple’s Think Different campaign celebrated rebels, misfits, and visionaries, effectively turning its own struggle into an inspirational rallying cry. The campaign didn’t just sell computers – it sold an ethos, a belief system, and an emotional connection with consumers.
Lesson learned: When facing adversity, lean into your brand’s unique story and redefine the narrative.
3. Nike: ”Believe in something“ – Controversy as a brand booster
Nike’s 2018 campaign featuring Colin Kaepernick came with massive controversy. The former NFL quarterback had become a polarizing figure for taking a knee during the national anthem to protest racial injustice. By making him the face of their Believe in Something, Even If It Means Sacrificing Everything campaign, Nike took a clear stance, knowing it would alienate some customers while strengthening its connection with others.
The result? Boycotts and backlash – but also a 31% increase in online sales within days of the campaign launch. Nike’s stock soared, and they cemented their place as a brand that stands for something bigger than just sportswear.
Lesson learned: Know your audience and don’t be afraid to take a stand. Strong beliefs attract strong loyalty.
How to use the difficulty in your own business and marketing
If your brand faces a challenge – whether it’s a dip in sales, a PR crisis, or a sudden market shift – don’t panic. Instead, follow these steps to turn adversity into advantage:
1. Reframe the narrative
Instead of asking, “How do we fix this?” ask, “How do we use this?” Change your perspective and look for opportunities within the crisis.
2. Lean into authenticity
Be real. Be honest. Consumers respect brands that own up to their mistakes and communicate transparently.
3. Use humour or bold messaging
Sometimes, the best way to handle a PR setback is with wit and self-awareness – like KFC’s FCK ad or RyanAir’s blunt, no-nonsense Twitter responses to customer complaints or bad press.
4. Find your rallying cry
Like Apple’s Think Different or Nike’s Believe in Something, turn your struggles into an inspiring message that connects with your audience.
5. Engage your audience
Let customers be part of the conversation. Social media polls, user-generated content, and direct engagement can turn critics into loyalists.
A final thought from our MD (Jacqui Newham Wilkins): Turning pain into power
Great marketing isn’t about avoiding problems – it’s about using them. The most resilient brands, just like the most resilient people, take the difficulty and turn it into opportunity.
As advertising legend David Ogilvy once said, “The best ideas come as jokes. Make your thinking as funny as possible.” So next time you’re faced with a tough situation, take a page from Michael Caine’s book: Use the difficulty. You might just create your best marketing campaign yet.
My mantra for success
“As a true ‘passionate creative’ and ‘creator innovator’, “I am not here to blend in – I am here to stand out!” I am honest to a fault, fiercely creative, and not afraid to push boundaries, in my work and my persona.”
“For 40 years, I have successfully run my lifelong passion, Visual Identity Creative Limited. I have worked tirelessly, balancing my profession with family, working with the best clients and for the best brands, both in the UK and internationally. Never shying away from the difficult or challenging, by forging a career that is impossible to replicate.”
“This is why I believe in originality, in forging new paths rather than following old ones. I champion those who disrupt, who challenge the status quo, and who dare to create the future rather than just live in it. The main reason to stand out!”
“My brand, my business, and my beliefs are built on passion, integrity, and relentless innovation. If that makes me different (aka not fitting into someone else‘s mould), then so be it – because true success is never found in mediocrity. This is not forged by those who do not dare to challenge, create, and lead. I am unapologetically different, committed to originality, excellence, and the pursuit of the extraordinary… and always will be!”
“In my experience, only those who resent this, are those who know they have no way of ever achieving it for themselves!”
