I was reading this article about news agencies and how they view their readers. The article showed a transcript of two people having a discussion about their readers. One of the people in this conversation recalled a professor, when they were in journalism school, making the statement, “Culture eats strategy for breakfast”. When I read that statement, I knew exactly what it meant. I thought, “Boy is that ever true.”
Let me give a brief example of that and how it plays out in the real world. I have a friend who runs a business in his hometown. It’s a hearing aid business. He first started this business as a new branch for his boss in another town. Once up and running, his boss decided to employ the same strategies in my friend’s town as he had been using in his town (these two cities were around the same size). Naturally they thought that whatever had been working, as far as promotion in one town would work in the other. As it turned out, that just wasn’t the case. They tried all the tried and true strategies they had been using: direct mail, billboard advertising, etc. However, they just were not getting the same results in the new town as they had been in the other. This left my friend’s boss scratching his head. He just couldn’t figure it out. You would think if it worked in one community, it would work in the next. They quickly learned that wasn’t the case.
What was the difference from one community to the next? They still don’t know. And they may never know. But there must be something different, otherwise the same strategy should have worked just as well in both places.
The reality is that there isn’t always some ‘plug-and-play’ system that works for all situations. You often have to adapt to the environment you’re in. That’s the reality we face. And sometimes your strategy may work, but it requires you to make some internal changes before it will work. That can be the most painful part. We can’t expect everyone else to adapt to us. We have to present things to people where they are at and in a way they will understand. That’s a truth, I’m sure, most businesses have come to understand. The alternative is to go out of business.
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Sticking to a strategy until it works is fine. Sometimes you have to do that. However, when the strategy just isn’t working, it’s quite possible it’s time to try something new. And you don’t have to compromise your core principles to do that. Just present the same thing in a little different way. Sometimes it may take a few tries before you find something that sticks. That’s not a reason to get discouraged. It’s just a learning process like anything else. Just don’t get so married to your strategy that it ends up eating your breakfast.