September 23, 2015

The impossible fight


If you try building a full service proposition in a stack ‘em high sell ‘em cheap box shifter, or discounting out the back of a premium front end, or any kind of product where customers buy attention … expect it to fail.

You can dream the impossible dream, and fight the impossible fight.

You will lose.

Any time you come up against your business model – around which your entire business is moulded – the weight of every previous investment pushes you to fit in or ship out.

The problems really start when you do go against the business model and get an early win. Filled with We Can Do This enthusiasm, you ride on the wave, commit time, cash and emotional capital in really making a splash – and all the while, business-as-usual is readying to beach you like flotsam on the next receding tide.

Don’t try to outmanoeuvre an existing business model – find (or build) a home that wants it to float.

Skippy strategy: If it doesn’t fit, it doesn’t fit. Change the proposition or change the ocean that buoys it.