EVALUATING BRAND AND BUSINESS STRATEGY l Review urgency
Are you moving faster
than ever?
As Captain Jack Aubrey (hero of Patrick O'Brien's 20-volume series about a British naval commander and his Irish surgeon Stephen Maturin) was routinely fond of saying, "There's not a moment to lose."
Aubrey was a sailor and a member of the British parliament; he could have been a chief executive officer. Time is of the essence in any business climate -- but nothing matters more when times are difficult. Since business decisions always will be made by people who are planning to get things done, the question is whether you want to be actively engaged and considered by those who are buying -- or whether you want to wait and delay, and hope that things will change. Well, time waits for no-one.
We recommend: (1) Identifying initiatives that are always relevant and important and should always be considered by customers and prospects; and (2) transforming these initiatives into marketing action -- now -- as we are doing here.
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