From time to time I receive emails that are full of inspirational phrases. You’ve likely seen many of them, too, as they tend to circulate throughout the Internet. Some are nothing more than a collection of clichés, but others show some original thought. One that landed in my in-box recently was a slide show set to music that offered “45 Life Lessons.” At first I was tempted to send it directly to the trash. Then I thought better of it and took a look. Maybe it was just my mind set at the time, but it seemed that some of these “life lessons” were equally applicable to marketing. I’ll share just a few with you:
Whatever doesn’t kill you does make you stronger.
OK, I’m pretty sure Nietzsche didn’t have marketing or even business in mind when he articulated his famous profundity. However, many of the businesses I know that have survived the Great Recession believe that they are well positioned to take advantage of the recovery. The past 18 months forced them to make some tough decisions, eliminate waste, try new marketing methods and keep a closer eye on the results. They will, in fact, emerge as stronger organizations.
Over-prepare and then go with the flow.
I recently read an article in a prestigious business publication that proclaimed strategic planning a waste of time. This is, according to the writer, because things now change so quickly. My reaction is that the author doesn’t understand what “strategic planning” is really all about. At least not when it’s done correctly. A strategic marketing plan, for example, is not meant to be static. It must be a living document that flexes with changing market conditions. You establish goals for the future based on the realities of the moment, and develop strategies that will take you there. This doesn’t mean you simply initiate the plan and then forget it. Rather, you must constantly monitor the market situation and adjust the plan accordingly. So why have a marketing plan at all? Because the plan provides a baseline from which to work. Without the plan, we’re more likely to make rash decisions, based on insufficient information.
However good or bad a situation is it will change.
When we experience difficult times, as we have of late, our survival instincts take over and we do what we must to get through the darkness. As the cycle continues, smart business people begin planning marketing strategies that will enable them to make the most of the recovery. However, once the enterprise is running on all cylinders again, we tend to forget that there will, inevitably, be another down turn at some point. That’s the natural order of things, which is why it’s a good idea to always have a “plan B” in your hip pocket.
Finally, for all of us who occasionally wake up feeling that there’s a dark cloud overhead, I leave you with one last platitude: No matter how you feel, get up, dress up and show up. It’s the professional thing to do.
Tags: life lessons, marketing
