A large cheeseburger with condiments is approximately 600 calories. An hour of high impact aerobics for a 200lb man will burn about 600 calories. A slice of pumpkin pie is about 350 calories. An hour of ice skating for the same man will burn about 340 calories. We know we need to eat better, work out more and take better care of ourselves but (on average) we don’t do that. We eat the cheeseburgers and the pie then get acquainted with the couch.
After a two decades in corporate life and a bunch of years consulting on my own, earlier this year I was recruited by a recruitment firm to become an executive recruiter. It's fun work. It's frustrating work. It's highs and lows and grinding and disappointments and victories. Oh wait, it's like every job!
We Want it Now!
Often companies will look at the success of a certain campaign or promotion to get a sense of customer reaction or appetite. This kind of strategy is both flawed and short-lived. Patience is a virtue but rarely a business plan.
Unless you won the lottery, mom and dad left you money, or you're independently wealthy, you need new business all the time. It’s admirable to see some who have as many customers as they will ever need but the rest of us need to constantly build our business. Not for a week, not once in a while, every day.
The Downside of Now
We want the customers now but can have trouble seeing the long term benefits of a sustained effort throughout the year. We wonder how these available channels can help us without realizing our contribution is critical to the equation. We want the quick wins to sustain our revenue line forever. You and I have the collective patience of a three year old.
We are not built for strategy or long-term thinking. If things are bad, we want them to be good, immediately. If money is tight, we want money, right now. If someone promises that this campaign will help us get us out of this slide, we are happy to listen, right now. We want the burger and pie without waistline.
Maybe we need to start the new year with a salad.