Breakthroughs and drips

"Breakthroughs and drips

There are only two ways to win in the market.

You can create a breakthrough. A promotion so powerful that people can't help but engage. An innovation so remarkable, people can't help but talk about it. A pricing strategy or ad campaign that breaks the mold and is worthy of attention. This takes huge guts and substantial investment.

Or you can win with consistent benefits, delivered over time. You win by incrementally earning share, attention and trust. This might take years.

Almost all marketing attempts to do neither of these, and of course, fail. Painless and quick are rarely associated with 'successful.'"

This makes complete sense. It's a concept that eludes a lot of people. While the most surefire way to win consumers and grow your business is to have something phenomenally innovative and attractive, another good way to build your legacy is by doing something that might not be extraordinary, but is done well and delivered perfectly over a long period of time. What a concept! Give people a good product or deliver a good service and they will pay you for it!

Shock and awe.

via Seth Godin