Be Nimble, Jack

Marketing requires nimble. In response to weather, world events and fluctuations in the marketplace, you must be able to respond.

It’s like a recipe.

Let’s say you are a good cook. You have sourced good local ingredients. Your recipe is from a trusted fellow Pinterester. You are ready.

But when it’s time to shop for ingredients, you find that the purple kale your recipe calls for is not available until March. Being nimble, you substitute green kale. It may not be what was expected, but it’s delicious and your guests like it even better.

Okay, I know kale doesn’t taste good no matter what color it is. (Unless my friend Deb cooks it. She’s amazing.) But that’s not the point. Change purple and green kale to dark and white chocolate and you catch my drift.

If you are nimble in your marketing, you can take a recipe and adjust it based on what’s available at the time, whether product, climate or a freshly-thought-of-great idea.

Build a template. Construct a successful framework. Develop a recipe. And in a moment’s notice, you can be topical, timely and terrific in a hurry.

By the way to do this, you had better be really clear about your goals and values or your marketing framework will wobble like a weeble.

Build the framework and before a year goes by, people will know you and trust you because even when the details change, the essence of the message never does. You can swap out your kale or your chocolate and your recipe will still stand strong and be totally delish.

That’s because you are nimble, Jack.