As an only child, I was selfish, stubborn, and somewhat arrogant. In about the 6th grade, I had a great PE teacher/coach pull me aside. In a very loving, father-like approach, Mr. Martinez explained where I was wrong and how to fix it. That conversation didn’t do much for my life, at the time. Many years later, that little chat has helped me along the way. I try to remember the words that he spoke as he tried to mold my thinking and my actions.
Today, as a marketing consultant, I deal with people who really need to call Mr. Martinez. They seem to think they should get exactly what they want and how they want it. I have not read the entire Bible, but I’m quite certain God didn’t make this a Burger King world for a reason.
If more people would simply look at where they are, at what their current position and actions entail, maybe they would see things differently. Then again, maybe not. I am not the smartest man in the advertising world, but I have a firm grasp on what my product can do, if it’s used properly. I have some customers that just can’t comprehend what a marketing plan looks like, or how it would work for them. They see brand management as a waste of money. I just sit back and watch their sales struggle.
One particular client told me that he doesn’t think our product hits his “target market”. I kind of read right over this at first. Then I saw the arrogance in the statement. If you are marketing for a business that has items for every single American, how can you say you have a “target” audience? In today’s economy, businesses have to reach out to every single buyer in their area. My newspaper covers 11 different counties in NW Oklahoma and I would tell you that I reach your target audience, especially when you carry a rather large array of products and services.
People need to put their arrogance aside and engage their common sense. It’s too bad our schools can’t teach common sense, it really is lacking in most people. You can’t sit on your throne and dictate what comes your way. Business in 2012 can’t be done that way.
When in doubt, set your arrogance aside and look for common sense. It’s never too far away.
Be blessed.
