“Do what you’ve always done and you’ll get what you’ve always got.” I wish this hackneyed quote was even still true. The reality is that in the new economy even this perspective doesn’t work anymore. I’ve heard far too many business people tell me they’re working twice as hard for half as much money.
But I’ve heard lots of interesting stories, too. A friend owns a fly fishing/hunting outfitter here in town. He was telling me he’s doing OK this year. But he’s doing it by adding a speaker’s series, working his e-mail list harder, going to shows he’s never attended, and more. All of these things are outside the norm and require an extra investment of time and effort, but they’re paying off.
One of my client’s markets industrial machinery – not exactly the most solid of markets in these risk-averse times. But they’re having a solid year. How? By recognizing that telling their story of expertise and systems solutions in developing economies affords great opportunity.
The point is simple – try new things. Take risks. Now more than ever they may pay off. But don’t dump your whole marketing program on these experiments. Go slow, measure your results, and do more of what works.