If you were to meet a chess Grandmaster, would you ever consider asking him or her, “What is the best move in chess you can possibly make?”
If the question seems inherently ludicrous, it should. There’s no such thing as the best move – or even a good move – apart from the situation in which it takes place.
You should view your business and brand strategy the same way.
Plenty of people out there will offer you “silver-bullet” tactics – things that, they claim, your business MUST do in order to stay competitive.
Look upon these skeptically. What works for another may not work for you. And what doesn’t work for another may work for you. It’s entirely situational. Making the right move depends on smart situational awareness.
In business, we often emphasize “doing.” And, unmistakably, things need to get done, and done well. But “doing” doesn’t matter if you’re not doing the right things.
Often, the best path is less “what,” and more “why.” Better understanding leads to better doing – fewer things, done better.Better understanding leads to better doing - fewer things done better. Click To Tweet
This post was inspired by a passage in “Man’s Search for Meaning,” by Viktor Frankl (pictured at left). I read this book annually and recommend to you unconditionally.
About Matthew Fenton: Matthew founded Three Deuce Branding in 1997 with a simple mission: “To help good people build great brands.” He’s a former CMO who repeatedly led underdog brands to dramatically outpace the market, and now he does the same for the clients he serves. Businesses with revenues of seven to ten figures trust Matthew to help them achieve “brand clarity” through core brand strategy and positioning. Matthew is also a highly-rated speaker. Contact Matthew here. He calls Chicago home.
Copyright 2013 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.