Tuesday, 12 April 2011

"If history repeats itself, and the unexpected always happens, how incapable must Man be of learning from experience." George Bernard Shaw / Iain Lovatt , Blue Sheep

Iain Lovatt / Blue Sheep

Watch the video  http://youtu.be/jnEnRQeDjYQ

You would think people and businesses alike would learn from their experiences and not repeat those decisions and activities that resulted in less than favourable reactions or outcomes.

Amazingly, for many businesses, this doesn’t seem to be the case. Humans have a tendency to forget or not evaluate mistakes. For many it’s the eternal ‘groundhog day’ – the lesson that was missed at school – the point that just wasn’t understood at the time – the results that were not analysed because gut feel was good enough – the pain that wasn’t felt or maybe a naive optimism that the next time around things will be different, better.

For whatever reason, we regularly witness these familiar occurrences – but why? In business, the temptation is often to stick to what is known and repeat the same old way of doing things. This might be one answer.

And, as a mind-dulling consequence, we predictably reap what we sow and history repeats itself over and over again until it’s too late to address where things have gone wrong. The constant pressure to drive marketing activities has a part to play in this stalemate.

There’s a budget to spend and expensive resources to justify and keep busy so money is ‘thrown’ at traditional telemarketing, direct marketing and more modern digital media in the hope of enticing new opportunities and to service existing customers in a uniform way. This ‘bottom-up’ approach is incredibly inefficient and wasteful. What’s more, it’s the proverbial tail wagging the dog – let me explain why.
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