“If you don’t know where you are going, any road will take you there.”
That quote by Lewis Carroll inspired some thoughts in yesterday’s GetSynchronicity eTip about setting objectives and a having a clearly defined picture of what success looks like.
The idea stayed with me and brought to mind another favorite quote, this one from Albert Einstein: “Insanity is doing the same thing over and over and expecting different results.”
How often do we marketers plan trade shows, meetings and events by repeating the same strategy and tactics over and over again? Sure, we change out the graphics from time to time or we freshen up the tagline, but for the most part we repeat the same tired formula year after year. Then we complain when results flat line or, worse, dive into a free fall.
In an era of slashed budgets and reduced staff, doing things the same old way is easy. Expecting different outcomes is insanity.
If you want to meet the challenge, change the game.