When failure is cheap, why not give it a go?
03 March 2015

“To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment.” (Ralph Waldo Emerson)


In the old days, it was relatively hard to apply to various colleges, people used to keep one safe side backup plan and a few other options that were rather unsafe. But in today’s world with the advent of electronic media and online environment, students have changed their attitude and it is not uncommon to see student applying to colleges which are way out of their leagues. The possibility of getting accepted in a highly recognized college is too tempting.


But that same idea of planning for failure is lacking in many marketing departments

This main idea of never letting failure define you is not being integrated into the marketing campaigns.  In the days of offline marketing, all the marketers had to plan and direct the campaigns months ahead of time because the marketing aspect of every job was not only time-consuming but also expensive. Marketers used to plan only a dozen initiatives each year and they had to carefully evaluate if the campaign will contribute to a positive return on investment or not.

But in today’s online environment it is really easy to kick start a project, launch a proper online campaign with minimal startup money. Therefore, today, we plan for failure in a much more different way as compared to the past.  It is almost free to create a YouTube video or a blog post which highlights the product that you intend to market out. Like the online job markets and college applications, the ability to attract customers has increased exponentially.

Yet mostly the marketers in today’s world overthink and treat this online environment much like the offline one. They treat their campaigns with so much care and hence lose the opportunity to interact with the customers. They unleash the same figure of dozen initiatives when we personally expect them to be pushing forward hundreds of initiatives.


Marketers need to plan for failure

The fundamental problem behind information available online is the fact that no one really knows how far their ideas might go. No one can actually guarantee that a certain video or an eBook might go viral.

You can never give anyone the assurance that their blog might gain the general public’s interest. Finding success in today’s online environment is mainly a number’s game. A certain blog post might end up being attractive to the mainstream urban population if it ends up being tweeted by hundreds of people. A journalist might end up quoting something directly from the article and that would gain the interest of media. However, at the same time the idea could also fall flat without gaining any significant interest.

You never know what idea may be successful and what might not be. So it’s better to keep on brainstorming and letting your ideas flow.

True, there might be a few duds on the way, however there will certainly be an occasion when you actually gain the interest of people. Unless you try, you will never know if your idea was the next most talked about thing.

“If you're trying to achieve, there will be roadblocks. I've had them; everybody has had them. But obstacles don't have to stop you. If you run into a wall, don't turn around and give up. Figure out how to climb it, go through it, or work around it.” (Michael Jordan)

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