I’m in the Mountain West area of the country and this week we are on a hillside below Mount Timpanogos in Utah. It’s a beautiful setting, with snow-covered peaks surrounding the valley. Mt. Timp is an iconic image in the western states, but we are so close to the hillside, I can’t see it when I step outside. It’s there, but I have to walk about 160 yards away before the snow-covered rock face becomes visible.
It’s an interesting observation – that I have to actually be farther away from something in order to see it clearly. I immediately saw the parallels to marketing and business.
It’s easy to focus on what is right in front of us. The to-do list. The tactical goals that move us forward in our strategic plans. The current urgent need. This week’s analytics and conversions. Yet those close-ups can hide, or make it harder to see, the big picture.
There’s a reason cliches exist and get repeated. We’ve all heard, or said, “take a step back” or “can’t see the forest for the trees.” In my case, I can’t see the mountain because I’m too close to it.
So what’s the solution? Do exactly as the cliches advocate: create distance and look at your business, your marketing, your challenges from a different perspective. There are dozens of approaches for this, from playing “the opposite game” to focus groups to outside consultants, or literal distance with sabbaticals or off-site workshops. What technique you use is less important than taking the time to look at your challenges, strategies and tactics from a different perspective.
Step away from the hillside, out of the forest and out of the office. Call or visit a competitor. Study similar companies in other markets. Pay attention to other industries with the same or similar customers. Yes, this takes time and energy, but from my experience, a little well-invested time yields great results.
