The running of the 112th Boston Marathon ended with Kenyan "Robert Cheruiyot" winning his fourth title. It also gave Kenya its 15th win in the last 17 years for the men's title.
Cheruiyot's comments after winning were an inspiration and education in how we need to handle our marketing campaigns.
"A marathon is the hardest thing in life," said Cheruiyot. "To win four times, you have to be a disciplined man. You have to know what you want in life."
I love these simple comments by people that say more than many of those attempting to put their intellects around something which in the end doesn't do much good. Read the endless number of marketing books on the market, or listen to the marketing "gurus," and you know what I mean.
Look at what Cheruiyot said. First know what you want in life, which can be translated that we need to know what we want in a marketing campaign: specifically.
Then his second idea of needing to be a "disciplined man," again says a lot about marketing. When we know what we want in a campaign and what we expect to get out of it, we then need to be disciplined in its execution; we need to be cautious in not be tempted to go all over the place once it begins.
What Cheruiyot is saying is long-term success requires a type of discipline that brings consistency over a period of time. Not only does this apply to a single marketing campaign, but what I would call a series of campaigns over a period of years that build upon one another.
This is all predicated upon knowing what the company, product and/or service represent. From there it's putting together a plan, keeping disciplined by that plan, and then executing the plan.
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