Greg McKeown wrote a classic book called Essentialism: The Disciplined Pursuit of Less. In it, he says:
“You cannot overestimate the unimportance of practically everything.”
I wish today’s marketers grasped that concept.
Everybody’s wasting time posting, tweeting, Instagramming, getting more followers, “going live”…
And for what?
Every successful marketing strategy is the result of determining the customer’s next move. Many marketers mistake the customer’s next move with what they want the customer to do.
The businesses (and marketers) that thrive and succeed are the ones who obsess over the customer’s next move. They intentionally create a journey where the customer wants to go.
It’s a constant process of challenging your view, looking at the right data, getting rid of the noise, having help seeing your blind spots, being agile enough to change quickly, and not fearing to have to start over.
In the end, the result is taking something complicated or daunting and making it look simple.