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The New Science of Marketing John Wiley and Sons , thinks that people, especially marketers, should not be so quick to move with the trends.
In his view, "Successful marketing requires focus, sustained energy and commitment. The opportunity cost of perpetually chasing the next bright shiny object disrupts and distracts from other important priorities. Sutton, founder of TopRight Partners , and a member of the Young Presidents' Organization YPO , believes that marketers must be extremely intentional when it comes to assessing new marketing opportunities and new technologies as they emerge. Sutton shares his directed approach for picking the right horse in a crowded field.
Don't just take off after the new trend because everyone else is. Instead, Sutton suggests taking a deep look at why this trend has appeal and whether it's absolutely necessary for your success. Sutton advocates articulating your Brand Destination , which specifies how you want the customer to think, feel and act about your brand. More importantly it quantifies the results you expect your company to generate in the marketplace.
Sutton explains the value, " A clear brand destination provides a lens through which you evaluate bright shiny objects and make the right marketing decisions to achieve success - giving marketing leaders a constructive way to say 'no' to chasing the next shiny object. Before following any trend and implementing any approach, it's crucial to know how its success will be measured.
We regret the things we don't do, more than the things we do. Don't Get Killed by Trends: 6 Critical Things to Consider Before Chasing Bright Shiny The opportunity cost of perpetually chasing the next bright shiny object.
Sutton lays out the predictably unpredictable pattern of trends. Despite the instability of marketplaces, there is always one thing that buyers are looking for: If you make value the focus of your relationship with your customers instead of other attributes such as features or price , then you'll never have to worry about falling out of fashion.
Over the past decade, we've been intentional about the sleep products we sell. At Amerisleep, we've designed our offerings to be timeless because we want our customers to make the right investment each time they choose our company. Rather than follow trends and produce products that shoppers love one minute but lose interest in next month, we only manufacture mattresses and sleep accessories our customers will proudly enjoy for decades to come.
Naturally, it can be tempting to pursue fads. But if you keep these two things in mind, then you'll realize that it is a much better solution to focus instead on building an enduring empire.
Well-known business leaders sometimes have reputations as being predictors. It's what catapulted Steve Jobs to stardom and what continues to drive his and Apple's legacy today. The only acknowledgment he gave me was a slight movement of his head. Slowly I approached him.
This was the first time I willingly sought him out after weeks of avoiding him. My eyes adjusted in the darkness and I could see him clearly now.
I hadn't seen his face up close in so long that the sight of it hit me like a punch. Even in sadness, I couldn't help admiring his beauty. It was a moment before he responded. I sat beside him quietly, waiting for him to give me a sign, anything, so I'd know what to do. His voice was detached as if he just asked me to pass the salt. There was nothing I could say to him to make it better.
Slowly, I reached for Caleb's hand, holding it in mine.
If I could give him anything it was my presence at this moment. His hand was cold as mine was warm, his was big as mine was small.
I used both my hands to rub his warm. I glanced at his face. I could see the sadness pulling down the corners of his eyes. His jaw was tight, lips pulled back in a disapproving curve. For a long while now actually," he whispered so low that I had to strain toward him to hear.