In Tough Times, Market Smarter, Not Harder

Rock Climber

Not the actual climbing tower.

Last week, my 12-year-old-daughter gave a talk to 250 people about strategies for overcoming fear. Her example was the time she attended her first sleep-away summer camp and discovered the camp’s 50′-tall climbing tower.

She’s no fan of heights. But she was determined to tackle the tower and earn bragging rights that she made it to the top. Like a rock climber faces their problem or route, she put her fears aside and focused on a plan to test different routes. It took her multiple attempts before reaching the top. Listening to her talk, I was reminded of two great marketing quotes when it comes to facing tough/challenging times:

  • “Marketing is not an event, but a process … It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely,” wrote Jay Conrad Levinson, author of Guerrilla Marketing.
  • “Successful companies do not abandon their marketing strategies in a recession; they adapt them,” said John Quelch in Readings in Modern Marketing.

How do you respond to tough/challenging times?

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