Monday, August 04, 2008


Marketing strategy: Prune your thinking to promote new growth.

There is a saying among leaders (anywhere) that you have to give up to go up. And someone just asked me what that meant. The hardest things to give up are our ideas and beliefs; like what drives a business, but overall it means 'sacrifice' and in the broadest sense acting in others best interest before you act for yourself, "when you help others get what they want, you get what you want," which is sure a pure thought that it is like the perfectly cured medium rare T-bone steak because if you help more people buy your product, just by pruning your thoughts to promote new growth, you win!

In business to sacrifice and help others get what they want, like a higher stock price or more consumer traffic, it has always proven the most expedient and effective device to prune your thinking. Yes, you have to prune your thinking to promote new growth. Sounds easy, but in business, and in marketing that business, people don't like pruning their thinking to promote new growth. As sales guru Zig Ziglar said, "People cling to their ideas more tenaciously than their most prized material possessions. The Chairman or CEO of a company will get a new lease on a new vehicle or give up his or her home and move, but the thoughts stay in place.

Now there is a thought that you have to tell consumers the same thing over and over again to build a number of impressions, but in the case of brands like Folgers or categories like OTC remedies, the thoughts have remained the same for decades...while consumer thinking changes at the pace of the next internet article read.

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