If there is one proven way to have effective marketing and jumpstart growth in your small business, it is: Action over anticipation.
We are wired for taking action – but often only under fear. We all know about the fight or flight response.
But given time, we also have a tendency for “false perfection”.
Have you noticed that nature has no pure circles or squares or triangles? They are often oval or rhomboids – slightly bulging at edges.
It is our desire to be perfect hence, we create the perfect circle and squares.
While it is good in science, it is bad in business.
Being perfect assumes that everything will go exactly as per planned. That whatever is planned will definitely result in the outcome which we want.
It is said that after the first two chess moves, there are a million options by which the game can turn out. And this only with 64 squares and two players.
Now think of the marketplace with thousands of customers and hundreds of suppliers.
Perfection often leads to analysis paralysis. The need to have a beautiful, logical solution leads to endless debates on the correct step to be taken.Perfection often leads to analysis paralysis. Click To Tweet
In the end, nothing moves.
I learnt this lesson once.
My boss used to love asking questions. On every campaign, we used to design; he would ask ten questions. Once replied, they would lead to 10 more questions and so on. One day, I decided that I would start it as a pilot project, and we will keep answering his questions. After two months, he asked, “By the way, what happened to that X campaign?” I replied “well, we started as a pilot project and got some good learnings from it and now in a better position to answer your concerns” He paused for a while and then said “you did the right thing. Let’s go national”.
The market and the customer are the best ways to understand whether something works or not.
We can have endless boardroom discussions, but it has no comparison to the rich learnings in the market.Nothing teaches you better than the marketplace. Click To Tweet
Taking Action does not mean that you launch a half-baked product or dump low-quality stuff in your channels.
Have a testing mindset within the team so that no one is wedded to a particular idea or an approach.
Help the team develop the testing mindset by asking the right questions in meetings.
Run pilot projects, do A/B testing, check in one channel before going national, but Start.
It means beyond a point, stop the endless planning. Just start.If you have an option between Action and one more round of planning, Just Start Click To Tweet
Check this article for how an owner of a successful online business prioritizes Action over endless debates -> Slideshare CEO
What are You going to Start Today?