Can you see when you are at the bottom?

Brand building is very much like hiking up a hill. You don’t start by thinking, this journey is going to really suck and the view up there isn’t going to be worth it.

Building a brand and marketing your product is the same. Of course, it is going to be to be tough when you start, struggling up steep learning curves. Perhaps sometimes, slipping on slippery slopes.

Once you are at the top, then things seem to be worth it. All the effort, the panting, the aches are suddenly worth it.

Some entrepreneurs tend to forget, you have to believe that the journey is worth it. Otherwise, you won’t suffer through all the suck.

Are you ready for the climb?

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Is your new product part of a fad?

If you intend to capitalize on the fad frenzy, be prepared to take the big risk and be fast and furious.

Like an afternoon thunderstorm that can come and die off in 10mins, the fad frenzy has very short life span. It may fizzle out before your product has a chance to profit from it.

You have to ask yourself if it is worth the rush and the time.

Are you a risk taker?

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Are you in a rush?

The rush that you are injecting into the product launch, is your own excitement. Your consumers frankly have a very busy lifestyle. They couldn’t care less until you care more. Rushing also means you become careless. 

Do it right. If your product does not live up to the expectations, the outcome is far more damaging than the additional month of delay. 

Who do you have in mind?

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Will you be patient to invest in results?

We invest with the goal in mind. To reap the benefits. To see results.

Sometimes, investments do not give you the immediate results but it doesn’t mean it’s not effective. It just takes longer. Slowly but surely the results will come.

Some results are short term and some are long term.

You eat clean for a day; you don’t see any results. Go to bed early a day and get good quality sleep, the very next day you feel fresher than the day before.

Some results are short term and some are long term.

Is marketing an investment?

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Is it worth it if it’s free?

Free means you didn’t earn it.
Free means someone did all the work.
Free means it’s not yours until you accept it. We love free.
The people who gave it for free know the value of giving it for no cost.

How valuable it is to you when you got it for free depends on what you do with it.

How viable is your free? 

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Are you frozen?

Bravely failing forward to yield lessons to succeed is better than timidly not moving in fear of failure.

Can you muster courage?

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How is your digestion?

At some point you will need to stop collecting new information and learning up what you feel will make a difference to your marketing. This can be data, new knowledge, reports, whatever. You only have finite time.

How much time you put in to collect and learn new information or knowledge needs to be balanced with the time you take to make sense of these new materials. Then take action.

Are you constipated with information?

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How do you tame your monkey mind?

Do at least one activity that puts discipline into your day. That at the end of the day, you know you did something you want to do and achieved something.

Some people write, others run, some meditate, yet others read.

Did you discipline yourself today?

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What is success to you?

Define your own success. That way, you'll know it when you achieve it. Please write it down. I would encourage you to go beyond the expected monetary, financial freedom kind of success. Think in terms of relationships, spirituality, intellectualism, freedom of mental chains like anxiety and worry.

Unless you truly know this, your pursuit now may be a futile attempt at the end.

Where are you heading?

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Do you really think you know?

People think they know. In reality they don’t because they are always in a hurry. Impatient for an answer. Quick to offer one. They grab whatever that is the easiest for them to comprehend and they stop at the most convenient answer. Then they try to convince themselves that they know. That they understand how this thing works. When asked deeper questions, they realize they have barely scratched the surface.

Don’t believe me? Check your own behavior when you search for an answer on the internet. You barely read past the top 10 results.

What do you understand?

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Are you overloading?

In weight training, there is a principle called progressive overloading. Essentially, you gradually increase your weights, frequency or number of reps in your routine. This challenges your body and over time allows your body to get stronger.

This works for your marketing budget too. If you aren’t progressively overloading with your budget to support your marketing programs, how will your brands progress?

Are you progressing?

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Are you ready to give up?

Some marketers activate some things and start making a judgement that whatever they are doing is not working. Many times, their call is wrong because of various things they have not factored in. 

For example, is it executed correctly? Wrong execution leads to wrong results. Have you done it consistently? Some programs need consistency to show results. Have you done it in the right intensity? If it is not supported with the right budget, you won’t get the right impact. 

What should you change?

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What action do you want them to take?

Let’s start there. We all know you want your target market to buy your brand but before that happens there are countless other things that are more important to them.

Once you list the whole process down then perhaps you will arrive at a communications plan.

What plan did you make?

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What do you need?

If you are a marketer, you need to write a marketing plan. If you don’t know how to write a marketing plan, here is a quick way. Of course, I can’t give you the full answer in a 150-word blog entry but I hope to point you to some steps you can start.

Diagnosis before strategy. Know where you are and why are you there, then decide where you want to go. Which went well, what did, what new launches will there be?

Start segmenting your market. What are you going to market to them? That is targeting. Size the market. 

What are you going to tell them? That’s positioning or messaging.

Then you execute. This is the tactics part. There are various ways of reaching your target and convincing them to purchase your brand. Put it in a cohesive plan and lay a budget on it.

You will be surprised at the number of marketers that have no marketing plan to show.

Do you have a plan?

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What is your moral duty?

Beethoven said, “Don’t only practice your art, but force your way into its secrets, for it and knowledge can raise men to the divine.”

Your moral duty regardless of the field and department you are in is to dive deep into the foundations of your field because that is your moral duty. It’s your duty if you carry the role and responsibility in marketing to educate yourself in the field of marketing, as an example. For that I would recommend that you go to the classics in the field. Stop being functionally ignorant about the insights of the field and get to the core of it. Otherwise, you fail in your duty and you are also failing your organization.  

Don’t worry about chasing the new stuff. Worry about not being educated enough with the classics.

Do you have a solid foundation?

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What are you working on?

If you call yourself a marketer or are involved in some marketing function, it is imperative for you to know the difference between marketing and marketing communications. They are similar in that they are involved in the marketing process but one must come before another. Otherwise, you as a marketer may be doing your company a great disservice. 

Every chef in this world knows the difference between salt and pepper. Both can be used in seasoning their dish but while both are involved in the seasoning process; each has a very different function.

Do you know your job?

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How fast can you indoctrinate mindset?

For many business people, they think about scaling as if it is just the number of shops and the number of staff they can have. Those are the easy parts. The tough part is always duplicating the same culture that made you great in the first place. Mindset and culture are difficult to scale. 

Like the human body and mind, growing big is far easier than training the mind to be disciplined and wise. Translating physical presence and growing in size is easy. Transferring culture and mindset is a different ball game.

How have you defined growing?

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You think you know a lot?

Some people can talk a lot about a lot of things. They may even go on for hours on a topic. But because they talk so fast and are usually pretty articulate, you will miss out on the fact that they aren’t saying much. They may actually be repeating the same things in different words.

Get them to write their opinion down. Break them into separate points. You will see how shallow these people can be.

Here’s a challenge, the next time you wax lyrical on a certain topic in a function or a party; come home and start writing down the thoughts and opinions in a structured manner. Let’s see what you have. 

Did you express it on paper?

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Are they real?

Hopes, wishes, dreams. They are real. They keep us alive.

Hope but do. Wish but plan. Dream but work.

They get us where we want to be. They are the beginning of everything.

When will you realize them? 

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Is it really needed?

If you are very opinionated, often have plenty of suggestions, and work in a team, let me suggest this. For a few times in a row, learn to shut up. Listen and let the others take over. Take the suggestions from the others, hear the opinions of the others without you having to rebut, add on, or input.

It’s time to learn that things can work even without you and your ideas. It’s time to learn to listen.

Perhaps theirs can work too?

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How strongly do you feel?

You can be adamant about your principles and whatever you believe in. But remember, it is for now. When new evidence presents itself, you must be willing to consider change. Otherwise, how do you improve?

How open are you?

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Are they the same?

You know the experts say, the journey is not the destination. Now that I am a little older, I am not so sure. Right now, I think they are one and the same. Like a union, and you should not separate them. Separating them makes you see things in isolation when they are not.

The stress, stumbling, and suffering. The happiness, victories and winning. These are as much the destination as it is the journey. To separate them is to see that one is not the other. The journey is the destination. It gives the destination value. It makes the destination worthwhile. It’s what you do to earn the destination. Why would you not see it as one?

You are all-in into the journey so you can, and believe you can control the outcome. Otherwise, you wouldn’t face all those challenges on the journey.

They are one. Face them as one.

Are they different?

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