Brands that struggle often need reimagination. But when you find a company in free fall, sometimes there is little you can do but get out of the way and let it crash. It can be easier to build from the ground up or start fresh, then to try and fix the airplane while you are in flight and crashing toward the ground.
When a new client called me to help fix their marketing, I learned that their problem wasn’t marketing. Their problem was everything.
The product they sold was so outdated that they needed a time machine to find customers from the 1990s. Each department heads was more inept than the next, afraid and scared for their job. They couldn’t do anything but say yes to the boss. Online, their digital front door was a disaster. It lacked any sense of what business they were in or who they served.
Instead of helping them, I said, no.
Collapse Imminent Means Let Go
I told them that I don’t want to take their money to provide marketing guidance when I was confident, they couldn’t succeed. The business needed to fail, go bankrupt, and to crash. It was as if the company had a sign on their front door reading collapse imminent. I didn’t want to waste their time investing in rebuilding something that was rotting.
The owner appreciated my honesty and asked what he suggested he do?
We discussed how he needed to truly understand how he could bring value to the people he wanted to serve. What could he offer them that would help them? Maybe it is a new service, not a product. If he could start fresh, how would he make his product offerings more digital, current and special? Perhaps he should think of starting anew and allow the old business to dissolve.
When collapse is imminent, letting go may be your best option.
Does your business need a marketing coach, guide or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo – I took this photo of a bridge near my daughter’s house in Waimanalo in Hawaii that was about to collapse. I love that the word collapse is misspelled.
