October 7, 2010

The Insanity Defence

Hope it works this time

You’ve heard the saying – doing the same things expecting different results – but how many of us still do it?

We hope this time the campaign will work, this time the client will understand, this time the tactic will gain traction. It’s human nature to miss our part of the equation as what may need to change.

When I meet with prospective clients to discuss their current business situation.

All too often they cite external reasons why their past efforts have not garnered better results.The radio campaign didn't work, television is expensive, social media is too much work, we did pamphlets last time and that should work this time.

Too busy to plan

This is not to suggest they are doing things wrong or their business plan is flawed but it simply takes a quick breather from the treadmill to examine the situation calmly. You need to find a way to look at things from 30,000 feet.

Easier said than done but should be done.

This may be in the form of a half hour coffee break with yourself to clear your head, watching a funny video on YouTube or cranking some music - a tactic I deploy often.

Catch-22 in full effect

We need a break, we need perspective, we need space to think and we so rarely make time for it yet it is paramount in the success of our projects. Without ample think time you can spin in the wrong direction quickly and often.

If we’re honest with ourselves – can pleading insanity and doing the same thing again possibly give us new hope for a different result?


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