When my client saw an opportunity to use a revolutionary new business tool called the IBM PC in his line of work, he left his job and took his best shot at capitalizing on the moment. It took years before his competitors could catch up, so his company became the leader in its field of specialization. Oh, they went out of business a few years later, after operating in Canada for almost 100 years. Killed by bureaucrats, presumably. In baseball, players who knew enough to be aggressive at the plate populate the Hall of Fame.
Business is no different.
If you want to do well at marketing, do your research, identify an opportunity, devise a strategy, and execute it. Who knows, you might connect and hit one flying over the fence. About the author Mark Vanderkam is a principal with Columbia Group Inc., a marketing, consulting and communications company with offices in Kelowna, British Columbia, and Toronto, Ontario, Canada. All Rights Reserved.