“Research. Love it or hate it.”
The Little Blue Book of Advertising by Steve Lance and Jeff Woll, page 81
In a recent article I suggested the wisdom of doing one’s homework in the form of due diligence when trying “enter the conversation they are already having with themselves.” This procedure can also be placed in the category of Market Research.
I know what you’re thinking: This is beginning to sound academic and complicated. Nothing could be further from the truth. To position your thinking properly, I want you to start thinking more like a detective trying to crack another interesting case.
The truth is that with so much to do and “try” to accomplish in a normal 10-hour work day, it seems only natural to “wing it” through the day. You do the best you can and make most decisions “on the fly.” You would like to slow down and be more meticulous, but time just doesn’t allow this luxury.
The choice is yours. You can continue your frantic pace and risk more than just an occasional screw up now and then, or you can call a “time out” and find some time to “think, reflect, investigate, and interpret.”
I am not suggesting you become a super-human with super-human powers. I just want you budget a little quiet time to do some research and investigating on future business opportunities. Think of it as playing “Colombo.” He was that television detective who bumbled his way to solving the case by asking questions and listening to the responses without interrupting.
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