The antithesis of focusing on hitting the target is summed up in this. Whiff of desperation in the air. “We sell to a broad market” is another way to couch this conversation. Run for the exit when you hear this uttered. It is not possible to be all things to all people. Both your staff and customers must know what you stand for.
Friday, November 21, 2008
Chapter 19: “If you are drowning in four feet of water and come up two feet, you are still drowning”
If it is possible to actually enjoy the humour that is often inadvertently present in a business meeting, then this line probably sums it up. In fact, my wife often reminds me to think about the stock market gyrations when the market has been down for some time and the media reports, “stock market gained 100 points today”. Lost in that story is that the gain remains significantly below the overall market loss. And what everyone really wants to know is when is my portfolio going to start gaining in value once again?; when am I going to get to retire? So unless you have the ability to breath under water, the best solution is to hold your breath.
Chapter 18: “The Puzzle Palace”
This is the place you go to have all your questions answered. It is a house of worship. It is a mindset. It is simply it.
As you may have guessed, this is the response to being overwhelmed by facts and figures; by charts and graphs. Meeting after meeting the latest interpretation of the endless reams or research and data is trotted out to explain the … continued sales decline and market share loss. Selling less, but with more information, market segmentation, integrated tactics and overall analysis. Whew! “Now explain for me again how any of this will actually reverse the sales decline?”
As you may have guessed, this is the response to being overwhelmed by facts and figures; by charts and graphs. Meeting after meeting the latest interpretation of the endless reams or research and data is trotted out to explain the … continued sales decline and market share loss. Selling less, but with more information, market segmentation, integrated tactics and overall analysis. Whew! “Now explain for me again how any of this will actually reverse the sales decline?”
Friday, November 14, 2008
Chapter 17: “Now we are getting into theory”
The real silver bullet has been found! Now, if only I had found out the information that I really needed before the sales curve had fallen off the chart. And I really liked that job: lots of meetings to fill the day. No actual work: “Sorry I missed your call…I am in meetings all day today…but leave a message and I will get back to you before the end of the day”. What day??? Thankfully there is Voice mail. Old school I know, but you can say you ‘spoke to the person” and not have lied too much.
The theory of the theory is that you never have to actually state what the theory actually is. The theory is the theory. It is not real. It is an opinion. It cannot be proven. It is often wrong. No right-minded person would actually believe that “that” theory actually made any sense. In fact, the person who uttered the theory must have lived in “the ivory tower” for much too long. Well, that’s the theory anyway.
The theory of the theory is that you never have to actually state what the theory actually is. The theory is the theory. It is not real. It is an opinion. It cannot be proven. It is often wrong. No right-minded person would actually believe that “that” theory actually made any sense. In fact, the person who uttered the theory must have lived in “the ivory tower” for much too long. Well, that’s the theory anyway.
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