Making Snowballs (in All Kinds of Weather)June 1, 2012
When people deal with complex systems they find accurate projections a massively tough thing to do.
Too many variables are swinging back and forth through the matrix to make the call spot on.
That’s why weathermen have such a tough and unenviable job that most of the public doesn’t understand. They have to turn random weather patterns into predictability models and then choose one based on what’s likely to occur. Like throwing a dart at a butterfly and hoping you pin it to the wall.
The same difficult task goes for buying behavior. We generally know the set patterns of human thought but to be able to anticipate trends is often an art form rather than a science.
The best a marketer can do is prod rather than prognosticate—He has to generate a snowball effect with a strategy of creating buzz and internal conversations to help drive variables in mass to tip the scale.
Sure, it helps to know the trends but business success isn’t just about predicting—you also have to know how to stir the pot in your favor.
Dynamic markets are seldom welcoming to haphazard action. The tipping point comes through purposeful efforts on your part and making sure you’re single-minded in driving customers to your brand.