It Can’t Be That Hard – Learning About the Other Side

I play soccer on the weekend with a great group of folks. I’ve known Paul (the organizer) and a number of regulars going on five years now. The last few weeks have been a little rough – I’ve developed a case of plantar fasciitis and am sidelined from playing. Boo.

Instead of sitting around sulking, I pitched in to help with the group’s recent one-day tournament. I offered to do anything; organize, keep score, set up, clean up, ref, etc. I ended up reffing and helping out in the other areas as well. Along the way, I learned quite a bit about the other side of the ball.

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Are You Looking For The Competition That Isn’t There?

If not, you should be. The problem isn’t with the all the competing businesses, its with the folks who do two things:

  • Decide to do it themselves
  • Decide to do nothing

Either of these choices can be awful for us marketers, and really terrible for the customer.

As Seth Godin said recently:

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