Marketing in a Snowstorm?

As I was slip-sliding around yesterday, I was struck by how similar driving in the snow is to marketing in today’s economy.

Some drivers are Chicken Little (think, “The sky is falling! The sky is falling!) Panicked, they curtail activities; some don’t dare drive at all.

At the other end of the risk continuum, the Bluto contingent keeps an eye out for the smallest opening and dangerously darts forward … oblivious to potential consequences.

But, the vast majority of drivers are dutifully trying to get from Point A to Point B, as safely and efficiently as possible. No sudden starts or stops; no abrupt changes in direction; a little extra focus on what’s ahead.

Still, there’s room for innovation. Be more flexible in the route you choose. Stay off the most well-traveled roads. Avoid the busiest times. Take advantage of unique capabilities (e.g., manual shift mode).

As drivers, we don’t control the conditions. But we still have a destination to reach.

As managers, it’s much the same.

Bob M.