What brings results?

Consistency – that’s what brings results. 

Some say it is the difference between failure and success.

Think about all the things that needs long term commitment to see results and the reoccurring theme is consistency.

Unless you are consistent, you can hardly benchmark it well. Comparing a onetime event with another does not give you very rich data to work on.

In a campaign, consistency gives the brand a chance to gain traction and build on the previous campaign. It keeps your message and communication relevant to the people you are talking to.

Whether you are courting your dream partner or building muscles, consistency is key. So is your branding campaign. 

How strong is your commitment?

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Did you stop questioning?

When you question everything you think you know, you learn things you didn’t know, you didn’t know. 

Will you start questioning yourself?

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How do you end it?

There is no need to win every argument. Or have the last word in every discussion. “You are right. That’s one way of looking at it.” Unless your ego is blocking your vocal cord, it’s easy to say. It’s easy to end a draggy discussion that is going nowhere.

Can you say it?

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How good is your scholarship?

I think marketers should add this as something to worry about - “How good is my knowledge of marketing acquired through study and practice when compared to my peers?”

I suppose this doesn’t just apply to marketers, does it?

I shouldn’t have to tell you why you should worry about it. If you don’t care enough then it’s pointless to convince you. 

How good are you at your job?

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Have you done your homework?

People who have not done their homework for the plans they propose hate questions. They especially hate “why” and “how” questions. These two categories of question can only be answered well when they have done their homework. “Answered well” means not using management and marketing sound bites but clearly thought through logic.

Even the most well intentioned, properly phrased “why” and “how” questions put forward in the most docile tone and manner will make those who did not do their homework fumble. 

How do you plan to answer this?

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What is your contribution?

Perhaps the question you need to answer for yourself is - what can you contribute? It may lead you to narrow the field and inch you closer to what you may love to do. Don’t just blindly believe in “do what you love.”   

You can do what you love but if you cannot contribute something of value consistently, eventually it fizzles out. 

Your contribution must match your love. 

What can you contribute?

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What does customization means to you?

Customization doesn’t mean saying “yes” to everything. 

Customization means making sure the solution fits your customer. Making sure the solution fits your customer may mean saying “no” to her.

People in the business of mass are go out of their way to say the most “yes” to the most people. 

Which business are you in?

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