It's what we don't want to think about that always gets us. The CEO of one of the nation's largest banks thought the Board of Directors was behind him, when they were actually going behind his back in finding a replacement. How could he have been caught off guard?
Being caught off guard may be the most pressing business issue of the day. Just when we think we have our arms around something, particularly when it comes to marketing, we're not only surprised, but also embarrassed.
Here are eight issues that constitute a short course in avoiding marketing stupidity:
1. Avoid pushing your luck. It's tempting to try to leverage your success. But it doesn't always work. In 2002, VW launched the Phaeton, a fine product by all accounts. But it flopped and then faded because of poor sales. But a big VW badge on a luxury car? Consumers didn't buy it, in more ways than one.
Hyundai did it right by building on lower-priced, quality-enhanced vehicles with great guarantees. As consumers came to prize these products, Kia introduced a luxury sedan, the Genesis, to rival Lexus. The message to consumers: Hyundai keeps raising the bar.
The only right marketing strategy is the one that resonates with the consumer.
2. Success can be blinding. For more than 60 years, Procter & Gamble has cleaned up with Tide, the world's top selling detergent. But even winners like Tide can get caught in the wringer of a recession.
Evidently, P&G thought nothing could break consumer loyalty to Tide, particularly with such an incredible track record. They guessed wrong, the Great Recession changed behavior and consumers opted for lower-priced detergents.
As Tide sales went down the drain, P&G finally came out with Tide Basic at 20% less than the original. Waiting far too long to make their move, the delay not only cost sales, but a fabled CEO his job.
In today's world, anything that blurs objectivity can lead to tragic consequences and turn the tide.
3. Stop waiting for the past to reappear. Warren Buffet is betting big time that railroads will drive a spike in the trucking industry, 60 years after the 18-wheelers rode roughshod over freight trains.
Unfortunately, it's easy to hope that what once was will reappear and almost always it's the way it was when we were young. For some it's the Cleavers, for others paternalistic employers or "a simpler life." Perhaps this is one reason why Samuel Beckett's mid-20th century play, "Waiting for Godot" has recently arrived on Broadway.
Most of us are waiting for something. Drycleaners hoping millions of men will shake off "business casual" and once again go to work wearing the "business suit." While all things are possible, this one is even more doubtful now that Steve Jobs has been named by Fortune the CEO of the decade.
By waiting for something to occur, we may miss major opportunities, like all those casual clothes.
4. Embracing technology is continuous. Such a statement seems out of place today. More and more offices are quiet today. The phones ring far less than in the past. Using the phone has become a sign of age.
Yet, libraries continue to buy hard copy books. And why would anyone want to carry about a book, when you can read it on a Kindle, an iPhone or some other electronic device.
Businesses send out email messages to customers, but most fail to take advantage of the capabilities of gathering information from customers to focus on individual needs and wants.
And then most businesses are still wondering how to make the most of the social media, even though their employees are busy tweeting and building a following throughout the workday. The best resource for learning how to take advantage of the social media is not only in our midst, but also on our payroll.
5. Going places is out. Is it too much to suggest that malls are passé, that bank buildings are anachronisms, that department stores are history and that ATM's will soon outlive their usefulness?