The efficient fisherman

As Jack Dempsey famously says - 'the best defence, is a good offense'

It reminds me of this story of the efficient fishermen...⠀

In Hawaii, there was a local fisherman that was known to rock up to the beach, cast twelve lines out to the ocean and lodge each rod into the sand.⠀ ⠀

His reasoning?⠀ ⠀

"It’s simple"⠀ ⠀

The fisherman said.⠀ ⠀

"I love fish but I hate fishing - I like eating, not catching, so I cast out 12 lines instead of 1."⠀ ⠀

**Side note - there's tons of business owners that aren't savvy marketers or like getting involved with the process, but they love the benefits it can bring their business.**⠀ ⠀

Anyway, back to the fisherman...⠀ ⠀

Over the years he had determined that by sunset, some of them will have caught a fish, but it would never be all of them.⠀ ⠀

He knew that if he cast out one of two, he would go hungry.⠀ ⠀

But if he cast out 12, there was ALWAYS enough to feed him, and more often than not there was extras to sell to local restaurants too.⠀ ⠀

This simple formula revealed a powerful truth that can be related to marketing.⠀ ⠀

The flaw in most plans is that we rely too heavily on the status quo...⠀ ⠀

The activities that provide ‘just enough’ ⠀ ⠀

We get comfortable with our preconceived notion of getting by, or fluctuating 'growth'.⠀ ⠀

We don’t plan for the ebbs and flows that is the natural course of the market.⠀ ⠀

Without knowing what’s around the corner, business owners operate from scarcity, spending their time pitching price instead of their value.⠀ ⠀

Positioning as a commodity, interchangeable for convenience, rather than a leader in their field.⠀ ⠀

If you’re not putting yourself out there...⠀ ⠀

... you’re waiting to be found (dangerous)⠀ ⠀

Not all of our marketing activities are going to be home runs, but committing to a process of refining, reviewing, and staying a step ahead will pay dividends over time.⠀ ⠀

The world is moving too quickly to stay still on this.⠀ ⠀

I always relate it to this question;⠀ ⠀

Would you rather proactively make decisions from a point of strength and capitalise on your opportunities.⠀ ⠀

Or scramble for the leftovers?⠀ ⠀

If you're reading this, then I think it's a no brainer.⠀ ⠀

Throw the lines in.⠀⠀⠀