Crisis Model: Zero Plan
How to plan for the worst marketing outcomes.
failure
46 posts
Daily Lab: The key ingredient
Success needs more failure.
Your marketing won’t work
Your marketing isn’t going to work. At least, not at first. It’s something I call “The Principle of Expected Failure”.
It’s a slip and not a fall
At the age of 49, only a few years before being elevated to the presidency, Abraham Lincoln considered himself a flat failure. And on that evening in 1858, after watching the election results come in at the telegraph office, he walked home defeated.
It merely failed
The future is a mystery to us all. And that means the greatest risk is in assuming it isn’t. In assuming our plans are perfect and won’t need adjustment.
You can’t bully yourself to better marketing
Frankly, entrepreneurs and creative types tend to bully themselves. Not because they don’t know what to do, but because they feel like they know exactly what they should be doing, but aren’t. Or can’t.
You can’t throw work against a thinking problem
All of us can get caught in the trap of believing we can simply work our way out of trouble. Hustle culture has taught us that the answer to any given problem is to throw time and effort against it. But the truth is, if you’re going in the wrong direction, going faster doesn’t help.
There’s no such thing as a riskless strategy
If you want things to change, you have to try to change things, and that entails assuming the risk that things might not go the way you want. Every plan is a guess about the future, and sometimes our guesses are wrong.
If this then that, and if that, then what?
Everyone who knows me well knows there’s one rule I live by. They know it because I’m always saying it. So often it’s probably their least favorite phrase. But I’ll keep saying it: If this then that, and if that, then what?
Not deciding is still deciding
“The two biggest dangers in decision making are not making enough decisions and then not correcting the bad ones.”— David C. Baker
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