“If you don’t know where you are going, any road will take you there.”— Lewis Carroll
Lewis Carroll penned that line in “Alice in Wonderland”, but the wisdom applies to all of us in marketing.
When you don’t have a clear definition of what success looks like for each trade show, meeting and event, it’s easy to get stuck using the same strategies and tactics year after year. It’s hard work – and time consuming work – to challenge a course we’ve been traveling regularly and know all the pitfalls along the way. Those who do challenge their assumptions, habits and preconceptions invariably identify the road to be traveled…and achieve their most objectives.
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