Are you hitting a wall?

“The brick walls are there for a reason. The brick walls are not there to keep us out. The brick walls are there to give us a chance to show how badly we want something. Because the brick walls are there to stop the people who don’t want it badly enough. They are there to stop the other people.” – Randy Pausch, The Last Lecture.

How difficult can it get?

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How open are they?

Every brand tells a story. Whether the story is an interesting one or otherwise is beside the point. Let’s assume the story is an interesting one, the next question is interesting to whom?

Those who are familiar with Everett Roger’s Diffusion of Innovation Theory would know about the innovators, early adopters, early majority, late majority and laggards segments. But many marketers have stuck to the same storyline throughout their marketing when each segment needs a separate message in their product lifecycle.

Which story did you tell?

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You think they will let you live?

Many small brands like to think they will lie low so as not to awaken the giants. I have even heard many times that they do not want to advertise because they don’t want the main players to focus on them. They don’t want to be crushed.

The thinking is that once the main players see you as the competitor, they will come after you. Seems logical. Seems.

When brands grow, they will recruit all the new users. Eventually, everyone will be a user and the potential market size growth from new users will be gone. Then they will come after current users. When they come after current users, do you think they will come after a stronger brand’s users or a weaker brand’s user?

Wake up. The giant is already awake. She knows where you are. Striking you is a matter of time and place of her choosing. That time frame between her inaction and her striking is when you need to grow as strong as possible.

Start. Getting. Strong.

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Did I wake you up?

Who are you competing with?

Most brands aren’t competing with their competitors. They are competing with their own internal nay-sayers, an operation department that won’t do it, can’t do it and impossible to get it done philosophy when answering the demand chain.

Beat these internal demons; then perhaps you have an odd chance in beating the external devil. Going to a fight with these issues is like fighting your enemy with internal injury. It’s a matter of time, you spew blood.

When’s a good time to fight?

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How do you play the game?

Playing to win is very different from playing not to lose. One takes planning for success, the other wants to stay status quo. One takes risk, the other avoids it. One has a path of attack; the other has an exit for retreat. One shouts, “Let’s do this!” the other whispers “Let’s delay this…”

Do you want to win?

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