Michelle Schmoelzer |
on March 18, 2008 |
category: direct marketing |
Deal or No Deal
In today's fast paced world we are constantly challenged to do more, faster. We must make decisions at lightning speed, sometimes with no looking back. Recently a few of my colleagues and I had the opportunity to attend a speech of keynote speaker and Olympic speed-skiing champion Vince Poscente. He recently published a business book entitled The Age of Speed – Learning to Thrive in a More-Faster-Now World. The topic of his speech, and his book, was how to unravel the notion that in today's world we need to slow down, and why harnessing the power of speed is the ultimate solution for those seeking less stress, less busyness, and more balance. Wow. Now, that's a concept many of us in the room never thought of until that day. Speed is our friend? You don't say. . .
As direct marketers we thrive on results. Everything we do is measurable – and we love to showcase our abilities in this arena, sometimes to a fault. You want to know how cell A performed against cells B & C on the 21st day of the month when it was a full moon? Sure! We have that data and we'll be happy to slice and dice it any way you want to see it!
But often enough we all fall into the trap I like to call "analysis paralysis." This affliction can affect our ability to make timely decisions for our clients' direct marketing campaigns. We're so afraid we are going to make the wrong decision that we either don't act soon enough, or in some instances, at all. We tend to take the conservative route and decide to wait for another round of analysis. We tell ourselves it can't hurt, right? Well, it depends on what you're up against. Is speed the strategy? More than likely in today's world it is, whether we like it or not.
I liken this unsettling feeling of "analysis paralysis" to being a contestant on Deal or No Deal. The pressure to make the right decision quickly is so intense that you freeze and you have to look to the audience to make a key decision for you. Unfortunately, in the business world, you don't always have that supportive audience cheering you on to just "go for it." So, the challenge for us direct marketers is how DO we balance our need for measuring everything under the moon and at the same time embrace speed as a concept to set us free? If anyone has the answer let me know. But make it fast, okay?
