Seth Godin’s blog post about benefiting from history is just up my alley. Here are some key points:
Marketers are good at looking ahead. We predict/create the future, working to build an idea or a product into something that will matter more tomorrow than it does today.
The focus on the future, though, encourages us to take our attention away from what has worked in the past.
My question to marketers with a huge idea, something that will change everything, is, “tell me about how someone has done this before.”
In other words, identify the relevant pattern of success, and apply it to where you want success.