Mar 11, 2009

Slow down!

There is a reason we're supposed to slow down when we go around curves when we're driving. If we don't, our car's inertia becomes too strong to correct quickly enough and we end up driving off the road and over a cliff or into a tree.

On a recent road trip, we were coming over a mountain pass and around a corner that I misjudged and didn't slow down enough for. I never lost control of the vehicle (no I wasn't taking the photo above as I was driving), but the turn was sharp enough to wake up the passengers.

When developing brand positioning and marketing strategy, many business leaders, especially small business owners, take the corner too fast. Recently I consulted with several small business leaders on brand strategy, but once our brainstorm began they excitedly began discussing how they were going to talk to consumers and started brainstorming taglines.

Its natural. As humans we are impatient and want to get to our destination as quickly as possible.

But before you can talk tactics (how), you have to figure out what you are going to say and why anyone would care. Only once you have slowed down and done the first step can you begin taking the next step.

Otherwise you just might steer your business off the road.