Marketing in Turbulent Times

Marketing in Turbulent Times

As published in the April 2009 edition of Enterprise Magazine
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May you live in interesting times.

Is that ancient expression a curse or a blessing? I think it depends on what you define to be "interesting" and more importantly how you adapt to it. If you define interesting to mean unpredictable, challenging and threatening - then clearly we are living in interesting times.

Business these days is more like shooting the rapids in a rubber raft than canoeing in a duck pond. It's too easy to be mesmerized by the danger of capsizing. If you focus on the rocks - that's where you will go. The secret is to look for and steer to the high water and paddle like a fiend.

Survival is not the goal If you set your sights on surviving you could slip and sink. If you set your target as thriving then you might flourish. How do you thrive in these turbulent waters?

Marketing is the result of all the messages that you and your staff send. In fact your staff sends more powerful marketing messages than all the advertising you ever do. Therefore marketing becomes the end result of almost every business decision you make.

Think long term Don't make knee-jerk decisions especially about business strategy. Gather as much relevant information as you can. Seek the advice of people you respect. Be clear on your purpose. Examine both the short term and long term effects of major decisions. Once you decide, act quickly and confidently.

Your staff will be looking to you for leadership and hope. Be open to course corrections when and as needed while clearly focused on the objectives and purpose.

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George Torok

Marketing Speaker

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