Ask Mr. Marketing: Dancing as fast as you can

By Rob Weinberg

There was once a thing called delayed gratification. Work toward a goal, earn a reward. Because you’d earned it, the item meant more to you.

Today, taking time to get something is considered quaint by a generation raised to click a few buttons and immediately acquire vacations, videos, diamonds and the like.

Nowadays search engines provide instant access to information that once took weeks to research. Music is immediately available. E-books are downloaded and consumed faster.

Granted they’re not necessarily savored, but sometimes they’re remembered.

Many with the “Click it. Ship it” mentality order things online, then immediately check their physical mailbox for the item.

REALLY!

Charles Darwin determined anyone not adapting to his environment will be replaced by someone new. It’s the basis of the paradigm shift taking place in today’s business world.

This demand for speed has infected every corner of the economy. In the food industry, speed and

been largely overrun by fast food.

The Internet is now bringing this pattern everywhere. Photography, websites, printing — customers are accepting mediocrity but getting it fast and cheap.

This instant convenience mentality demands businesses adapt or die. Doing everything the way you’ve always done guarantees you’ll be replaced by someone doing it faster or cheaper, regardless of what you sell.

And the fact that the final product may be mediocre or untraditional rarely enters into the conversation.

You can fight the wave as the music industry did for years, or you can be like Apple and sell billions of units.

As you consider your next strategic push, know your audience and what you sell.

Recognize that the dynamics of this new marketplace dictate your clientele that will increasingly want instant ordering and delivery without excuses.

Embrace the change because there’s little choice.

This brave new world means you must develop new products and services, even while providing the old ones in ways that are faster and cheaper.

Understand that the market for fast food is much larger than the market for fine dining.

And remember bank robber Willie Sutton’s response when asked why he robbed banks: “That’s where the money is.”

With that said, I wish you a week of profitable marketing.

Ask Mr. Marketing to help you identify a new growth area for your business at www.askmrmarketing.com.

been largely overrun by fast food.

The Internet is now bringing this pattern everywhere. Photography, websites, printing — customers are accepting mediocrity but getting it fast and cheap.

This instant convenience mentality demands businesses adapt or die. Doing everything the way you’ve always done guarantees you’ll be replaced by someone doing it faster or cheaper, regardless of what you sell.

And the fact that the final product may be mediocre or untraditional rarely enters into the conversation.

You can fight the wave as the music industry did for years, or you can be like Apple and sell billions of units.

As you consider your next strategic push, know your audience and what you sell.

Recognize that the dynamics of this new marketplace dictate your clientele that will increasingly want instant ordering and delivery without excuses.

Embrace the change because there’s little choice.

This brave new world means you must develop new products and services, even while providing the old ones in ways that are faster and cheaper.

Understand that the market for fast food is much larger than the market for fine dining.

And remember bank robber Willie Sutton’s response when asked why he robbed banks: “That’s where the money is.”

With that said, I wish you a week of profitable marketing.

Ask Mr. Marketing to help you identify a new growth area for your business at www.askmrmarketing.com.

Related posts:

  1. Ask Mr. Marketing: Is your marketing run down?
  2. Ask Mr. Marketing: Why Coke still markets
  3. Ask Mr. Marketing: Six? Eight? Should We Really Care?
  4. Ask Mr. Marketing: Don’t live by bread alone
  5. Mr. Marketing: Investing builds the bottom line

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Posted by Staff on Oct 18 2013. Filed under Ask Mr. Marketing, Business, Columnists, Columns. You can follow any responses to this entry through the RSS 2.0. You can skip to the end and leave a response. Pinging is currently not allowed.

1 Comment for “Ask Mr. Marketing: Dancing as fast as you can”

  1. Jane Tanaka MD

    The real challenge is to be responsive as quickly as your clients/patients need you to be with the help of technology, but to grounded, caring, and personalized, the old school way in your work. That is how to get folks from down the hill to travel to Ramona. We can do that.

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