3 Traps Hindering a Bias for “Right Action” in Marketing
Ancient philosophers have pontificated for centuries over what is considered “right action.” Modern marketers struggle, too, with how to focus on what is both action-oriented, and the right thing to do from a business-impact standpoint.
We can fall into several traps that can make our actions the wrong actions:
- Trap #1: We work on the activities that are tension-relieving vs. goal-achieving. Tension can be a false sense of urgency a customer complaint that is disturbing but unfounded), someone else’s emergency (e.g. a sales person’s pressure: “I need this powerpoint presentation right now, or we’ll blow the quarter because I won’t be able to close this customer.”), or simple overload (I didn’t get even half the items checked off my list today).
- Trap #2: We do the things we enjoy most or find the easiest. This may result in short-term pleasure, but big headaches when performance review time rolls around. Changes in marketing and our external environment constantly push us out of our comfort zones. Go there.
- Trap #3: We avoid doing anything at all because we’re afraid or we don’t want to. Simple rule: Do what you should do, when you should do it, whether you want to or not. And then get over it. You’ll be rewarded ultimately.
To stay on course with taking the right action at the right time, ask yourself these questions: Why am I doing this? Does it support our top goals and strategic initiatives? Does it have to be done it all? Does it have to be done now? What point is good enough to call it finished?
Answer these questions thoughtfully. Then get the right actions DONE. You can always practice the Kaizen of continual improvement. Have a bias for action — action that is based on goals, not what’s easiest, sexiest or squeaking the loudest — and keep adjusting for improved outcomes as you go.