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Don’t Drill, Think Big

Posted By Alan Weiss On March 5, 2013 @ 3:59 pm In Consulting Philosophy | 3 Comments

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Thinking big is about thinking laterally, not about drilling down. Too many people learn more and more about less and less. Think differently.

An example: A great many people talk about customer evangelism. Why not talk about the epiphanic customer, who has a sudden revelation about the product or service? On the road to Damascus, Paul is said to have had an epiphany which changed his attitude completely around.

Why don’t companies engage in marketing that turns those opposed completely around, sort of a “martial arts” of reversing existing momentum in your favor?

You won’t arrive at such things by drilling down. You need to rise above the daily, the tactical, the mundane.

© Alan Weiss 2013

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