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I love the thought behind Paul Isakson’s post and the below speech by VP of Marketing Innovation at Coors Light, Pat Edson.
In a nutshell, Edson talks about going beyond the 80% of insights that your competitors have too. Instead, focus on the 20% of ideas that no other competitor is doing. Then, stick to that program. Put 100% of your efforts behind it. And, don’t drop it and move on to the next “big” idea as soon as it under performs.
Too often, Marketers, Clients, CEO’s, etc. don’t have the guts to see an idea to full completion. It’s like playing a game of chicken; most of us don’t have the balls to hold our position. If we did, how do you think our strategy might perform? Does the long-term potential compensate for potential short-term losses? If you believe in an idea, that’s a gamble you have to be willing to take. I know I am. What’s your gamble?
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