I don’t know if you have been watching the Olympics on TV this past week or so? It’s nice to watch something on the news that celebrates the positive side of what people can achieve rather than the dark side. I’ve been particularly struck by the emotions on display from some of the athletes when they stand on the platform to receive the medal. Tears of joy streaming down their faces, the crowd cheering their name. It’s a moment that they will never forget and goes beyond sport.
What do these athletes have in common? And what can we learn from them when it comes to marketing?
Well, dedication is certainly a big part of what has got them to the platform. But it’s not just the hours that they put in. Lots of people invest time in their company. I would argue that there are two things that separate the medallists from the people who didn’t qualify.
The first point is having a plan. Without a plan for when and how they are going to train, all the time in the world will make little difference. With a calendar and a coach, the athlete will draw up a timetable of what to do and when. Nothing is left to chance. Every area of their current skill level is assessed and measured. Where are the weaknesses and where are the strengths?
In marketing, having a clear idea of potential markets, sales opportunities, new products and methods of bringing them to market are all important. But creating a plan that can be followed is vital for continued success.
The second point is taking action. The athlete who knows what to do but doesn’t follow through won’t get far. And undoubtedly some of the activities that an athlete has to carry out are not going to be pleasant. Early starts, long journeys. Months of gruelling activity with no crowds or much positive feedback.
In marketing, many companies will have a plan, but when it comes to it won’t follow through on the actions. Things get in the way. Uncomfortable activities are swapped for easy or more pleasant tasks. The end results aren’t what were wanted – and soon the whole project is shelved.
Of course, talent plays a part but it’s a small part of the end results. Even the great Usain Bolt with all the natural talent he possesses would be unsuccessful without a meticulous plan and the action he takes on a daily basis.
So, the next time somebody ‘gets lucky’ by winning gold or has ‘so much natural talent’, bear this in mind. A big part of their success is the plan that they created and the actions they took.
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