By Geoffery Moore
Mark Twain said that his cat got an instant education when it jumped up on a hot stove. But Twain also said that the cat’s education was faulty: after that experience the cat wouldn’t jump up on the stove even when it was cold (which it loved to do).
This happens all the time in business: a small business pours a lot of money into an advertising or marketing idea…and it bombs. Then they are afraid to jump back into marketing again (even though they need to). Read more…
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