Why You Should Break the Rules of Your Business
Don’t let the way you usually do things become the way you always do things. Here’s why it pays to break the rules once in a while.
I’m not afraid to admit that I love data. But most of the data we collect is a rear-view mirror of our businesses–telling us what’s been done already, not what’s possible going forward. And as marketers constantly looking to put lessons into tidy boxes to make sense of a complex universe, far too often these historical data points can harden into “the rules” of how a business, consumer, market or category works. And that’s unfortunate, because you know what they say about conventional wisdom: it’s often neither conventional nor wise.
So take a step back and ask yourself: What are the rules in your business universe? Is there an established “way of doing things” that must be followed based on a shared understanding of “the way things work”–internally, externally or both? Are there fundamental premises that have led to a narrow and/or inflexible approach to innovation? How do you define the best practices in your category related to how you market–from contact points to messages to seasonality to, well, you get the picture…and which of these have hardened into “rules” without sufficient evidence?
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