Time for a Reality Check

The following exchange is from the classic movie E.T.

Elliot: "He's a man from outer space and we're taking him to his spaceship." Greg: "Well, can't he just beam up?" Elliot: "This is REALITY, Greg."


We all need to deal with reality. And reality is that marketing is not about what we want to sell. It is about what they want to buy. It's easy to ignore reality in the short term. You can simply tell your marketers and sales force "Go make people buy this." But eventually reality will have to be faced. And if you're trying to force your product or service on uncaring prospects, the bill will come due sooner rather than later.

It's economic Darwinism. The companies that listen to their prospects; the companies that take the time to understand what is needed, are ultimately successful. The ones that try to shortcut the process ("I know what the public needs--why should I waste money asking them?") are usually the ultimate losers. I'm not saying that these "I know what they want" companies don't occasionally get lucky, but do you really want your business success to depend on luck?

NOTE: I am not paid by, nor am I a member of, a marketing research firm. But whether you use one, or just do casual interviews yourself, you need to check in with your prospects and customers once in a while. No, make that "all the time." Because keeping in touch with reality is not a one-time or occasional chore--it's something you need to write on your To Do list every day.

We live in a world that is changing and evolving more rapidly than in any time in human history. Technology, events, attitudes, even weather--the landscape is constantly shifting around us. Even if you have been successful at meeting a need for a targeted group, that need is not a constant. It will change--and you'd better be ready to change with it.

So stay in touch. Yes, it is time-consuming. Yes, it is expensive. Yes, it is confusing. But "This is reality, Greg." It is also the simplest way to get and keep a competitive edge. And isn't that what we're all looking for?