The Revenue Diet Plan

A large cheeseburger with condiments is approximately 600 calories; an hour of high impact aerobics for a 200lb man will burn about 600 calories. A slice of pumpkin pie is about 350 calories; an hour of ice skating for the same man will burn about 340 calories. We know we need to eat better, work out more and take better care of ourselves but (on average) we don’t do that.

Often companies will look at the success of a certain campaign or promotion to get a sense of customer reaction or appetite. This kind of strategy is both flawed and short-lived. Patience is a virtue but rarely a business plan. We love cheeseburgers but don't want to gain weight; we want revenue but know it doesn't happen without effort.

Fries With That?

We want the customers now but can have trouble seeing the long term benefits of a sustained effort throughout the year. We wonder how these available channels can help us without realizing our contribution is critical to the equation. You and I have the collective patience of a three year old.

We are not built for strategy or long-term thinking. If things are bad, we want them to be good, immediately. If money is tight, we want money, right now. If someone promises that this campaign will help us get us out of this slide, we are happy to listen, right now. We want the burger and pie without the growing waistline.

Maybe this year we need more salad?
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