I’ve got a client who is trying to introduce a new product to market - and when I mentioned a simple P&L statement and a ‘Go-to-Market’ strategy, she gave me a blank stare. I mean, these are the basics, right - knowing how many units you need to sell to make a profit - and then maybe having a plan to get there? Sounds fundamental to this marketing flack.
Sure, these are important pieces. But the more I think about it, the more I see value in the person who just does it, come hell or high water. Did Gary Erikson (Clif Bar) or Roxanne Quimby (Burt’s Bees) really send much time crunching the numbers before they started? My guess is, they stumbled on a good idea, had a passion for it, and went full speed ahead - at least at first - without really much of a plan. I don’t know this for a fact but I’ll bet a ten spot on it. Any takers?
The key is the passion. And sometimes we kill a good idea by doing too much analysis and by number crunching until all the oxygen has left the room. Sometimes, that’s good due diligence. But just as often, this sort of ‘deep analysis’ can lead to a myriad of excuses as to why not to do something. Sometimes, you just have to get it out there and see what happens. To see if Blue Sky can come to earth.
So stop it with the rectal, already. Get started.
Want a sample P&L that might come in handy and get you to market faster? Steal it here.
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