A Marketing Point from the Lord?

This can’t be good. I was reading through my Bible this morning and a scripture made a marketing point that I thought was worthy of another look here. Which means I’ve got too much marketing on the brain, but oh well. Here it goes:

Proverbs 28:26

He who trusts in his own heart is a fool,
But whoever walks wisely will be delivered.

You are susceptible to thinking you know what’s right, what’s best, what’s true. The problem with that is you have your own biases, your own baggage and your own beliefs. It’s what makes you unique.

It’s also what makes you a horrible representative of your target market.

How many times do we determine what’s right for our customers based on a personal preference of the boss? How many times are colors, shapes, prices, names, vendors, ads, pictures, deadlines, launch dates and websites changed because of what the big guys personally like? How many times is it based on what you like?

There’s nothing wrong with a hunch. A gut feeling. In fact, it’s necessary to act on them from time to time. But if your gut is too out of touch from your customers, then chasing it will get you in lots of trouble.

Proverbs often praises the counsel of others, noting that it’s a common characteristic of wise people. It’s your inner circle, your cabinet, that keeps you both grounded and informed. Trusting in only you is foolish. Find the people you can bounce ideas off of. Even better, find a way to get direct feedback from customers. It’s not a one-man job.

3 responses to “A Marketing Point from the Lord?

  1. Hey Brett…good point here.

    To walk in your customer’s shoes, to see marketing through their eyes, to get their impression…that is difficult.

    I always explain that business owners and marketers are not normal consumers of advertising. Here is an example.

    Let’s say an advertiser runs a small ad in their local newspaper. When they get a copy of that paper…what is the first thing they look for?

    The comics? The weather? The boxscore? No, they look for their ad, to make sure that it ran, and ran correctly. Everyone else looks at the paper differently. Thus, advertisers are not typical consumers of media.

  2. You absolutely right, Brett. I’ve too often spoken to executives who shrug their shoulders and say, “I know what my customers want!”

    Your application of Proverbs is right on target. Most executives are NOT the target market for their product or service.

    Well said!

  3. It’s a tough position to be in, especially if you’re new in a position. You don’t know if your boss really knows your customer or not, and on top of that, you don’t know just how much of your job is adding that accountability and how much is to just please the boss.

    I enjoy the accountability part, but it can be quite the balancing act.

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