The Lone Ranger has left the building

The premise behind the Lone Ranger was that he’d ride into town uninvited, clean up your problem, and ride away, leaving a silver bullet behind. Alternatively, silver bullets are reputedly the only effective weapon for dealing with werewolves, witches, monsters, and other troublesome entities.

Thus “silver bullet" refers to any simple, one-step solution. The expectation is that some new technology or practice will quickly and easily cure a problem. Want prospects? Companies that will provide you with lists of “guaranteed” names for pennies each. Want to lose weight? Plan “X” will let you do it without exercise while eating whatever you want. Want to increase customer loyalty? All you need to do is Tweet. And so on, ad infinitum.

There is no shortage of people and organizations promising silver bullets, and management teams beset by poor economic conditions and short on time and money are more than willing to listen. But they shouldn’t. Because while “Yes Virginia, there is a Santa Claus,” there is no silver bullet.

If there was, the silver bullet salespeople would be rich and retired. Instead they’re spending large amounts of money running infomercials and big display ads to attract the suckers seeking that shiny ordinance.

“If it sounds too good to be true, it probably is…”

Silver bullets are a triumph of hope over logic. People want to believe silver bullet solutions are real, because they would make our lives so much easier. The alternative is to research the problem, test possible solutions, and diligently and vigorously execute the best one. This is a lot of hard work with an uncertain outcome. Who wouldn’t rather hire the Lone Ranger?

Here’s the unpalatable fact: Cheap, easy, high-quality, instant solutions are rare to non-existent. If you want a solution, particularly one that creates a competitive advantage, it’s going to take some blood, sweat, and tears. Plus adequate funding and a reasonable amount of time.

Chasing silver bullets will cost you time and money that can be better spent on doing what you realize (deep in your heart) needs to be done. Committing the necessary resources to do the job right.

If you want a business-building marketing solution, Your CMO would be happy to provide it. Hi Ho Silver…away!