Copy - Content - Marketing Communications Planning

Wednesday, 7 October 2015

What can a broken ankle teach you about marketing? Part 1

I've broken my ankle.

Take my advice - don't do this!

Completely my own fault even though I've tried to include the dog as part of the incident!

I'm back from hospital and have to be non weightbearing for at least another 4 to 6 weeks, so you can expect a few more blogs, as I have more time.

And as I've been lying in bed reading and reflecting some ideas are developing concerning time and marketing.

With a busted ankle I can assure you EVERYTHING takes a lot longer and you need HELP to get even the most basic things done. ( I won't go into all the details, but be under no illusion not be able to get around with speed and precision is a real problem).

Speed, precision, and flexibility are all aspects of today's marketing communications activity - so we all think, but are they really? When you only have one good leg and have to plan carefully just getting from the office to the loo, things start to slow down.

You also can't make meetings without a struggle, and you get tired and have to take rest when normally you would be expected to running around doing doing doing.

But 10 days into this, even though I'm not loving it, I'm doing some great work and have come to an understanding that we might think we have to be doing doing doing, and have to react with ever shortening timescales, but WE REALLY DON'T.

Because all of us actually respond better if we can consider and reflect before we make a decision, just like I have to pause and reflect before I decide to hop into the kitchen for a cup of coffee. We think we can make up our minds faster and faster, but we can't and we don't like when we have to.

I'm developing ideas on how this has an impact on inertia and its relationship with the decision making progress. Eliminating friction and inertia for our customers to make a purchase decisions is often linked to pricing strategy and third party recommendations - and it is, but I'm convinced it's also linked to our innate "slow processing" capacity which has been part of our mindset for generations.

Over the next few weeks I hope to show that taking time over marketing strategy and tactics and understanding that our customers prefer to take time, should be something to consider.

Image courtesy of sippakorn at

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