A marketer in your company for example is LOOKING FOR a solution to a problem. And when they find one they feel comfortable with, they look no further. Search satisfaction also aflicts doctors, who when diagnosing problems, stop when they think they have the right answer. Looking no further, they later find they are wrong an uncomfortably higher number of times than you and I would like to admit.
My specialty is positioning brands. I have hit a good many home runs. I have found that brands are like ten speed bikes. They have many gears they never use because search satisfaction stops marketers from doing more homework. There was a Renaissance Period in marketing. People did more digging then. Now we just shoot at commodities from the hip. My grandfather had a farm. My dad had a garden. I have a can opener. So my grandfather was much better at raising brands. Today’s CEOs just jettison brands, managers and agencies - like goals - people abandon their dreams when the price gets too high - when a little homework would have turned that flat C student back into a polished A. Another way to look at this is a way to turn mature earnings businesses back into rapid growth companies or how to reverse the effects of mature product lifecycles. I’d like to trade blogroll links. Can you toss one in my hat? Is that possible?