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History in the Making
I love the Olympics. For a few weeks every couple of years, you might as well just cancel my evenings and erase everything else on the DVR – it’s Olympics time!
Throughout the Olympics, we’re literally watching history being made. Comebacks, upsets, personal bests and records upon records being set and broken. It’s fascinating to see how in a moment, history changes forever. It’s more fascinating when you realize how years or even decades of training, history and failures have all culminated in history-altering success.
In businesses everywhere, we make history every day as well. Someday, you’ll probably have the opportunity to read a great business biography on Alan Mulally, Ford's current president and chief executive officer. Mr. Mulally is re-writing history at Ford while you read this very email. If he maintains his current pace Mr. Mulally “will be credited with one of the great turnarounds in corporate history. His method has been to simplify, relentlessly and systematically, a business that had grown way too complicated and costly to be managed effectively”, according to a recent article in the Wall Street Journal. It’s ironic that the success that Ford is seeing comes from bringing the company right back to Henry Ford's original vision!
This brings us to your own organization. What history are you writing today? What history have you written already this year? Have you been paying attention to the records you’re setting, the comebacks you’ve made, the competitive upsets you’ve architected and the results that have come from your daily marketing efforts?
It’s been said that the unobserved life is not worth living. I submit that the “unobserved company is not worth marketing.” Look at the history you’re making today, track it, take notes, learn from it, and think of how much easier things will be when you look back next year on your results from this year. Marketing and sales are cumulative, yet some many of us treat them as ‘one-off’ activities. As a ‘going concern’ our job is to build, build and build some more…even if that building sometimes means tearing down and going back to basics.
Watch history in the making. It works for Olympians, it’s working for Ford, and it will work for you!
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Q&A | QUESTIONS & ACTIONS
Pay attention to the history you’re making today, this week and every day. Really, truly observe the results – you’ll be amazed at what you’ll learn!
Don’t have a marketing plan that you trust – track everything you do and look back on it next year…and improve!
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PLANNING AHEAD?
Each week, we look at what’s coming up a month from now in Chase’s 2010 Calendar of Events to help you plan your promotions in advance.
April kicks off Home Improvement Time! If your business has anything at all that intersects with the prime months for home improvement (April -Sept), now's the time to get your promotion planning underway!
April is International Customer Loyalty Month! Of course, you should work on loyalty year-round, but April is a great month to launch a loyalty program or to re-energize your existing loyalty or rewards program!
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