Very often when we’re pitching a new piece of business, the prospect starts to wonder out loud about whether everything that could be done for them on the marketing front is being done. It’s not an unreasonable line of inquiry.
Far too often, however, that line of inquiry leads to a terribly silly question being asked: “What’s the one thing we could be doing that we’re not doing that’s going to turn everything around?”
Marketing professionals working inside companies tell me they regularly hear the same thing from their executives. In short, these people are wondering if there’s a marketing silver bullet.
While there may well be intelligent and high-value marketing options that are not being pursued, I have never found an instance where some single initiative would magically turn things around. Marketing simply doesn’t work that way. Continue reading
This is part of Startup Advice series from our friends at Both Sides of The Table.
Startups are hot again. I have family members asking if they can “get in on some deals,” every town is launching an incubator (or 3) and the papers are filled with stories of fund raisings, product launches & new innovation.
If you’re one of the anointed few who is getting the adoration of the press, investors and employees – enjoy the moment and capitalize on the momentum but stay grounded.
On Kool Aid:
I want to talk about Kool Aid. Yours. Don’t drink it. I know you’re thinking that you have your head on straight but I promise you the experience of finding yourself in this maelstrom will leave any first time entrepreneur spinning. Fame and adoration corrupts first timers. And if you’re not careful you might start to believe your own hype. Continue reading
Owners of thoroughbreds never stop their horses mid-race, every ten seconds, to remind the horse and jockey how to run, where the finish line is, or that it’d be good to finish first. Why? It would slow them down. Only an idiot would do this.
If you’re a manager, you must assume you have thoroughbreds working for you. Your job is to give them what they need to win their respective races, agreeing with them on goals and rewards, but then getting the hell out of the way. Until they start jumping fences or attacking other horses, you must let them run their race.
Even if you are 30% better at a task than someone who works for you, the time it takes for you to check on them every few hours, and demand approvals over trivial decisions, costs more in lost morale, passion for work, and destruction of self-respect among your staff than the 30% you think you’re adding. No one works well if they feel they are being treated like an idiot child. Having two people involved in work that should only require one wastes everyone’s time. Continue reading