Definition of Insanity

Benjamin Franklin said, the definition of insanity is doing the same thing over and over and expecting different results.

Hmm..doesn’t that definition hold true for many marketing initiatives today?! Why is it that even when certain vehicles don’t pay off, marketers continue to use them rather than change their strategy and try something different?

Is it management pressure? Is it inertia? Is it lack of creativity? Is it risk-aversion?

Is it all of the above? Probably.

Seth Godin says in his post:

…if you want the word to spread, if you expect me to take action I’ve never
taken before, it seems to me that you need to do something that hasn’t been done
before. It might not feel safe, but if you do the safe thing, I guarantee you
won’t surprise anyone. And if you don’t surprise anyone, the word isn’t going to

That’s a great point, predictability may feel safe, but it will lead to zero increase in interest/awareness.


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