Do you look at the market as it is, or do you see it as you’d like it to be? If you romanticize your business and make decisions based upon what “should be” and not on reality or where it is going in the future, you’ll likely fail.
For example, do you think it’s terrible that kids spend so much time online or on mobile devices? Are you ignoring the change and evolution of communication and connectivity because you don’t like it? If you go down that path and let it influence your business decisions and marketing, you’re missing out on opportunities and making life hard on yourself.
Please don’t think I’m being cynical or suggesting you shouldn’t work to change or make things better where you believe you can and should. I’m instead advocating against sticking your head in the sand and dismissing the way people act and interact. When you look at the market and your customers, analyze instead of judge and make your decisions based on what you learn.
This video covers the point in one minute and is a great quick illustration. I expand on the challenges of marketing in this post.
Michael Nelson ”The Cogent Coach”