I'm a strategic thinker. Big surprise, right? Some of you have even heard me use the phrase, strategery. It's my lighthearted way to refer to the work that I take incredibly seriously. Too often, we focus our attention on yesterday, analyzing and studying what tactics worked and identifying those that did not. This is with anything, not just marketing. We try to predict our outcomes for the future, thinking this somehow shows the world just how smart we are—or at least protects us from disappointment—even if the outcome is not what we wanted. The problem is, when we are so certain that our homework has prepared us for a successful future, and the outcome is anything but that, we're pissed—or, at the very minimum, we're disappointed. I run this risk all the time, whether it's working with clients or in my everyday dealings with my wife and son. I've even heard some say, "Expectation is the root of all heartache."
As any scientist will confirm, there are many times that anomalies (or variances) are present in research. One of their tasks is to confidently reproduce results within a certain range. I'm reminded of a communication course I had at Washington State University where we were distinguishing language. One of the attributes we identified is that communication is dynamic—ever changing. We don't need to look too far back to realize that there is some accuracy here. Today's version of sick has a drastically different meaning than its predecessor.
So, what's the point in all of this? While measuring your marketing efforts is extremely important, yesterday's success does not always dictate tomorrow's results. I work with clients to develop and test new ideas. We explore new mediums and we are constantly in action.
What do you make of it? Are there areas of your life, your business that are clinging on to yesterday? I've started the conversation. It's your turn to take it from here.