By Leslie R. Wolff – Marketing Strategist & Creative Tactician
“There is no reason anyone would want a computer in their home.” – Ken Olden Founder Digital Equipment (1977)
Recently, a friend sent me the above quote from a list of quotations that were perfect example of a problem affecting business of all sizes and kinds and that is a willingness to be open to Change. This article incorporates some of those quotes as well as others to make a point… Change is coming and there is little you can do to stop it. Thus it is important to identify with it and understand how you and your business can benefit from it.
“The world hates change, yet it is the only thing that has brought progress.” – Charles Kettering (Founder of Delco, & headed GM’s research for 25+ years)
In my role as an advisor to companies who are hoping to outthink, outflank, outmaneuver and outsmart their competition, rather than outspend them in the marketing arena, my first bit of advice is to open their eyes, as well as their minds to observe and absorb what is going on around their business world. They need to notice all the ways they are similar to their competition, which in turn will always lead to that “AHA!” moment when they see what has always been there, an untapped or overlooked opportunity to accomplish this desired goal.
“We don’t like their sound, and guitar music is on its way out” – Decca Recording Co. rejecting the Beatles (1962)
Rejection always come faster than acceptance, but if you believe you are on the right track you have your passion to support you, but also the technique of asking the right questions to create dialogue. A simple, “Why not” will in most situations initiate discussion that often eliminates the normal negative “reaction” we humans tend to have whenever someone suggest a new way to do something. Part of being a smart marketer is psychological and developing skills that breakdown human nature’s resistance to change and replace it with a stimulation that gets one thinking “Why Not?”
“I don’t know what use any one could find for a machine that would make copies of documents. It certainly couldn’t be a feasible business by itself.” — The head of IBM, refusing to back the idea, forcing the inventor to found Xerox.
Another secret to learning to “think outside-the-box” is learning to develop highly interactive communication conduits with customers (present and past), employees, vendors “influencers” within your industry. If you are known to be open-minded and acceptable to change people will start to seek you out and provide you with stimulation and motivation that will lead to motivation.
None of the above is brilliant thinking it is simply rooted in commonsense which to often is uncommon on today’s business landscape. Just remember …
“Be open to change, as it is a constant, as is your competition’s resistance to is probable” – Leslie R. Wolff
Leslie R. Wolff’s mission is to reestablish a lost factor in business … commonsense! Les is CEO
of The Smart Marketing Group, a proactive marketing Visionary & Strategy Think Tank. He
can be reached at 215-334-3432, firstname.lastname@example.org, Skype: Smart Marketing or
http://www.smartmarketingroup.com , you can participate in his blog at http://www.smartmarketingmoves.com
His E-Book” Smart Thinking” is available @ http://www.smashwords.com/books/view/34172