Who are we to judge? We've all been at the crossroads of Time, Money, & Results. At some point, every marketer has shot from the hip, and shot themselves in the foot, too! In "just doing it" to make a campaign happen - without knowing everything there is to know about a product, its market, and expectations - a marketer is rolling the dice. You can win, but odds are you could have won bigger. And, with Las Vegas odds always with the house, more often than not you'll not meet campaign goals doing READY. FIRE. AIM. marketing.
Some rationals for shooting first and asking questions later include:
- I need results yesterday.
- Don't have the time or money for market research.
- I feel real good about this. Success is in the bag!
- My boss respects the "act now, apologize later" methodology.
- Cost of failure may be judged another day.
- Potential for success is simply too great to delay.
Yet, I have to say I've seen marketing shortcuts work. Better than doing nothing, or when perfection becomes the enemy of good, a niche, industrial or technology marketer may have just enough insight and experience to take a marketing risk and achieve some ROI.
But here the kidding stops. Marketing is as marketing does. Hero one day, loose cannon the next. There's a reason process, buy-in, creativity, and accountability win out in the end. Ready, AIM, Fire not only reduces risks, but improves the probability of long-term success while gaining the marketing practitioner respect within an organization and (most importantly) among customers!
And if you think you can't afford it, think again. Learn about Marketing Consulting for B to B marketers here. Than look for another link to a "Unique Outside Looking In Trial Marketing Consulting Offer" at the end.