One of the things that many companies are painfully finding out is that consumers, not advertisers, are now calling the shots. There are still some that live in their imaginary worlds of thinking that they are in charge, but that's changing rapidly. I hope it is for you.
Do you know what business ultimately is, when you get down to the bare bones of it all? It is the providing of a product or service for the purpose of buying people's money. That is the bottom line; you're buying people's money.
This means that when you strip everything away, the consumer is truly king or queen. They are the ones that rule the business world. Why are consumers' the ultimate democracy? Because their vote is with the dollars you are trying to buy. If they vote for you, you win, if not, you lose. Success or failure in business is that simple.
Why am I bringing it up in these terms? To encourage you to remember the reason that you are in business. The endless hype that has always spiraled for those who are always looking for and believing they have found the next "big thing," has caused the landscape to be littered with failed businesses that buy into their own self-importance. Don't fall into that trap.
When you can answer the question of why someone should do business with and vote for your business, then you will be able to achieve the goals you have set before you. If you can't answer that question you are in trouble. Consumers are increasingly not affected by brand loyalty, but more with "what have you done for me lately." Their vote will tell you the answer. Be ready to adjust and adapt when the votes are counted.
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