small is the new BIG

Remember when?

The school was SO big?

The walk from one end of the school to the other was SO long?

The lockers in the hallway were SO tall?

The seniors (the top end of the school) looked gigantic compared to you?

I don’t know about you, but these questions caused me some anxiety as a little guy. How would I ever make it from one end of my high school to the other in 15 minutes? I would surely be late for my class.

Recently, one of our children happily mentioned that she had recess in the BIG room. I know this BIG room as our preschool’s gym. It is not a big facility, but in the eyes of our child this room is IMMENSE.

When you are little, your thinking is smaller. You don’t have the wide variety of experiences to draw from that future years will bring.

When you are marketing these days, you MUST think like a child – think small. Get into the head of your customer. What is her problem? What keeps her up at night? How can you make her life easier? How can you connect with her in a significant, distinctive way?

Get that combination right and you’ll be able to ‘open’ the door for customers all the time. Understand and recognize the ‘macro’ trends that affect your business, but master the nuances of your customer’s wants and needs on a miniscule level.

The world is a BIG place, but success happens in small increments.

Until next time,

Dan Naden

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