What are the best ways to spot market trends and use them to your best advantage? How can we move in new ways, yet rely on basic market principles that date back decades, even centuries? To help answer, and raise other questions, here are some observations on the art and craft of effective marketing.
Perspective Depth perception in business is vitally necessary, but often illusive. Spreadsheets alone never tell the whole story. While past performance and market research can be excellent guides, how much relevance do they have when they seem to contradict a visionary idea? That is a key question, and finding the right mix creates the needed perspective to make decisions and move forward.
Balance Every marketing project — a campaign, a new product, a business relationship — has three interconnected elements: concept, preparation and execution. Market pressure always favors a rush to execute and produce results, but speed can never overcome a bad idea or an unprepared marketplace. Move too quickly and no one will care. Move too slowly and you’ll miss the market window. Finding the balance is the critical task. Often it’s a combination of knowledge, action and luck.
All text and photographs © John Lehmann. All Rights Reserved
