This season's political campaigns have been a dominant focus for most Americans. The news media created a firestorm of distraction that may have obscured your marketing messages. The media¹s political focus has become its own form of indirect competition, taking mindshare away from our industry's message.
What's the point? Contrasting views (political and otherwise) are good reminders not to assume that the customer values the same things that you do. This includes what products end up in a system. How well do you accommodate customers' differences with an open mind? Politics notwithstanding, does your brand message rise above the noise?
Author's Note: Creative and technical professionals (from musicians and actors to designers and engineers) rely on their "chops": those skills and techniques that they use to be successful on the job. Stiernberg Consulting coined the term Business Chops to encompass those skills, experience, and tactics that you rely on to be more successful. Whether you are a dealer, manufacturer, distributor, rep, or design firm, this series includes tips and techniques for optimizing sales, profits, and growth of your Custom Retail business.
