Let It Go

by Erik Doescher
If you have kids, grandkids, or just haven’t hidden yourself under a rock for the past year, you’ve heard the song “Let It Go” from Disney’s Frozen.  As the father of two girls (one of whom dresses up like a princess at least every other day), I’ve heard this song over, and over, and over, and over…and over again.

In the song, Queen Elsa is lamenting the loss of her life back in Arendelle, where the townspeople have just learned of her magical ice powers, forcing her to run away.  She sings the song to console herself, to tell herself to let that life go and embrace a new life far from Arendelle.  To let go of the past, and avoid asking herself “What if?”:  What if she hadn’t accidentally shown her powers?  What if she had just been able to control them?  What if she could have stayed in town? What if she could still be with her sister, whom she loves?

Unfortunately, I find this song stuck in my head more often than I’d like to admit.  And as a result, I recently found myself humming this song while thinking about — what else? — telco marketing.

Like Elsa, I think marketers can get caught up in “What ifs?” all too often: What if we don’t tell our customers everything that’s great about our company in this tiny little web banner?  What if we don’t have a 75 Mbps Internet package, and our customers want something that’s faster than 50 Mbps and slower than 100 Mbps?  What if we market a product in one market that isn’t available in another market, and somebody complains?  What if we let someone try our product on a free trial, and they don’t keep it?  What if we don’t start by advertising our lowest cost service every time?

At Pivot, we often these “What ifs” get in the way of good sales and marketing all too often.  These “What ifs” lead companies to offer too many Internet packages, typically confusing customers more than helping to make their choice easier.  Or the “What ifs” cause them to want to convey too much in a single ad, instead making it more cluttered and less effective.  Or they prevent them from sacrificing a little revenue up front  in order to grow their customer base and increase ARPU among existing customers in the long run.

Most of the time, our “What ifs” aren’t helping us.  They’re holidng us back from delivering clear messages, grabbing positions as leaders in the market, adding more customers, increasing revenue, and in general, being more effective.

So the next time one of these “What ifs” pops into your head, just remember Elsa and take her advice:  Let it go.

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