by Erik Doescher
You’ve probably heard the saying, “The definition of insanity is doing the same thing over and over again and expecting different results.”
I was on a call the other day with the General Manager of a telco, who brought up this quote related to his company’s marketing efforts. He said his company kept doing the same (stale) marketing tactics every month, yet continued to have expectations of better penetration rates each time.
My thought: At least he’s tracking their results.
Recently, I’ve coined the phrase “ignorant insanity,” which has a slightly different definition:
“The definition of ignorant insanity is doing the same thing over and over again with no idea (or, maybe, concern about) what the results are.”
You may or may not be surprised to learn that this definition applies to more companies than one might expect. These companies not only continue to use the same stale tactics each month, but they fail to do an analysis of how well those stale tactics are working.
In other words, they’re on autopilot.
While autopilot is good for planes, it’s a trap for the rest of us. It’s easy, but it typically takes us places we don’t want to go. The more you use it, the easier it is to rely on it.
To be more effective, you have to do more of what works and less of what doesn’t. In order to know what’s working, you have to track results.
For most of the people reading this, what I’m saying isn’t revolutionary. It’s something you know, but at one point or another you reached for the autopilot button — probably because of a hectic schedule or never-ending list of to-dos — and never turned it back off.
If you’re self-diagnosing yourself with ignorant insanity, never fear. We have faith you can snap out of it. And if you can’t, give us a call. We’ll provide the push you need.