Читать книгу Startup Guide to Guerrilla Marketing - Jay Levinson Conrad - Страница 14

You know it and we know it: The only thing certain is change. No matter what happens in the life if your business, change is the only certainty. How you deal with change makes an enormous difference in your success—or lack of it. You can ignore change, hoping it will go away. But we’re here to tell you that it won’t go away. You can disdain change, detest change, or fight change. Or, you can be a guerrilla and embrace change. Be careful in how you interpret this. Change for the sake of change is not a good thing. But change for the sake of improvement is a very good thing. Don’t let your negative attitude or fear of change prevent you from benefiting from the improvements.

Face up to the fact that change will continue to happen all around you, especially in marketing. How you deal with that change is what makes you a guerrilla. Get to know change on an intimate basis. Love it or hate it, but don’t pay it no heed. Millions of people lost billions of dollars because they ignored the internet. Millions more lost millions more dollars because they accepted it too soon and misused or abused it.

Millions of people lost billions of dollars because they ignored the internet.

When we urge you to embrace change, we want you to do it at the right time and for the right reasons. That takes study. That means you must pay careful attention. That means not following the crowd but following your own good instincts. Don’t make the all-too-common mistake of wanting to make a change but also wanting to wait for the prices to go down. While they’re taking their own sweet time going down, you could be losing a fortune while competitors are building an unsurmountable lead due to their willingness to invest at the outset while their own competitors are asleep at the wheel and saving pennies when dollars are at stake.

Embracing change is a matter of timing and knowledge, vision and guts. Guerrillas who possess this trait are rarely mired in the past and usually poised for the future. Does that describe you? We hope so.