It's Your Turn to Move

Perhaps the most satisfying feeling for a sales person, marketer or entrepreneur is when a change in strategy pays off. We all like to think that our initial plan is the best option but when that's not working, sometimes it's better to go to Plan B.

Even genius chess players have to change their strategy from time to time, as we watched in the brilliant story of The Queen's Gambit. There are so many moving parts in the marketing game from the customer, to the economy, to changes in taste, that it often requires one to be a master player at the game.

Experience and good listening habits are two ways to win at the strategy game.

One of the projects that I worked on operated in a safe but small niche. The only way that we could grow was to revise the strategy.

We moved away from a narrow, collectible strategy that worked for years and positioned the products for newer audiences. My experience on a previous project proved that could work when we re-marketed a decades-old family brand for the 21st century. Consumers will accept the re-brand if you meet them at least half-way. We relied on the customer to talk up the brand, make it relevant, and join us for the journey.

For business owners and marketers in '21-'22, are you bold enough to change strategy and create new ways to be successful? It's your turn to move.