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Tag Archive: failure

Fear factor: Top five scariest B2B marketing moves

This Halloween, I don’t need zombies, ghosts or even news of the economy to induce a good scare. These five preventable marketing behaviors are enough to keep me awake at night—and to derail the most promising marketing efforts.

Read on, if you dare…

5.  Reactive decision-making.

Market leaders do just that—lead. They proactively listen to their customers (internal and external), recommend the right approach and then stay on plan with marketing activities. Constantly rethinking campaigns or introducing new directions at the eleventh hour only serves to frustrate team members and reduce marketing’s capacity to execute activities.

4.  Brand mismanagement.

Your company and product brands represent the single most valuable marketing asset, and one that requires constant stewardship. From online reputation management to simply policing how the logo is used, it’s critical to mind the details to maintain your investment.

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Before the A-ha moment? The Oh sh*t moment

Five ways to overcome the fear of failure that often accompanies a big idea

As an entrepreneur, there are many things that wake me in the middle of the night with that sinking feeling of despair in the pit of my stomach: Have I paid my payroll taxes? Did I scope the last project correctly? Will I land the next new client?

Few, however, are as universal as the fear of failure that seems to accompany every new strategic project.

So, it was heartening to hear from my colleague Sarah that I’m not alone in this rollercoaster combination of excitement and dread. Sarah aptly describes this as the “Oh sh*t” moment, as in, “Oh sh*t, I’m not going to make it on this one.”

Big projects = big emotion

We find it most often in the first half of a large engagement, such as helping a client develop a new value proposition, researching a marketing plan, or trying to diagnose the issues that hold back a marketing organization. Between us, we share decades of marketing experience and confidence in our abilities—yet we still struggle with how to push through the gut-level dread that a big project often generates.

Fortunately, the “Oh sh*t” moment eventually gives way to the all-important “A-ha” moment of enlightenment. Yet to get there requires patience, persistence, trust and for me, a good stash of chocolate and caffeine.

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