Driving on the Wrong Side of the Road and Gaining a Fresh Perspective

We just got back from our summer family vacation, and it was terrific! This year we decided to spend some time, in the “off season,” in the Turks and Caicos Islands. Everything was nearly perfect, aside from airline delays and having them lose our luggage (It finally got to us, but in the Caribbean, who cares?).  The beaches were beautiful, the water amazing – the perfect relaxing time with the family.

The only thing odd about the whole thing is that the people drive on the wrong side of the road. OK, maybe it’s not wrong, but it’s completely the opposite of how we drive in North America. It takes a little getting use to driving on the left, but it’s not too bad, except with turning right, or left, or dealing with the roudabouts.

It forces you to pay very close attention to what you’re doing. Normally driving is something that we can practically do in our sleep, and by the traffic here in Central Ohio, many of the drivers are definitely dozing. However, making a change to driving on the left meant that not only did I have to pay attention, but everyone in the vehicle was also paying close attention to making sure I didn’t screw up and get us all killed in paradise.

Now that I’m back, I think I’m a better driver. I’m less on autopilot, and I’m more conscientious of the act of driving. I don’t know how long this awareness will last, but it’s a good thing.

See where I’m going (this is a marketing blog, after all)? Is your marketing on autopilot? When was the last time you stepped away from your desk and looked at everything from a fresh perspective? Can you see how your marketing works from your customers’ and prospects’ perspectives?

That’s tough to do, especially when you’re in the trenches, trying to make your business run efficiently. But, it’s critical that you do it every now and then. The more you can change your perspective and give your marketing a hard look, the more likely you’ll be to find successful approaches.

One of the best ways to gain this perspective is to take an occasional marketing holiday. Get away from the office, step outside your comfort zone, and look at what’s happening with a completely different market. Don’t look at your things or your competitors. Spend some time looking at what a completely different industry is doing. If you can, find a guide that can help you find the really interesting and effective material. Find out how it works, and why.

Then, go back and look at your marketing with fresh eyes. You’ll be more aware and more thoughtful about what you’ve been doing, and you will be prepared to make the necessary changes.

If you need a guide, I’d be happy to take you on a marketing vacation. Let’s drive on the other side of the road together and see some really interesting, exciting, and effective marketing. Then, take a look at what you’ve been doing with fresh eyes. Give me a call or drop me a line.