Speed Kills on the Web!By: Lee Traupel
I only have to point to the 555 plus failed .com companies (according to Web Mergers) as the poster children of the "speed at any cost" business mantra that clearly doesn't work. And these were companies who burnt through significant amounts of capital (in the millions, tens of millions or hundreds of millions in many cases) while they were rushing to get to market.
Do you wonder why every time you talk to someone he or she seems to be in such a hurry that they don't really have time to talk with you? But if you want to work with them, you have to try and converse on the phone as a first step, or even worse, setup some type of a face-to-face meeting. What's going on? Why aren't we all slowing the pace down so we can focus on business processes that are based upon viable models? Especially in these economic times where relationships and processes are critical to ongoing success and/or survival!
I think we are experiencing some type of a .com hangover effect. Everyone was in such a hurry during the heady GBF ("get big fast") .com days ... trying to do the "land grab" while "driving an "online brand" that would lead to a quick "exit strategy" ... that they forgot to really define a viable business model that included development of tangible goods and services for real customers.
I still come into contact with many people that act like they've been hard wired to a double espresso. They aren't sure what they are doing or where they are going, but they want to do everything in a hurry! It seems like many are still trying to build a business the same way they did during the last two years, when fundamentals and many niceties of business went out the window, while greed became the order of the day.
We are telling our clients speed can and does kill on the web. It's time to slow down and think strategically about what they want to do and then build marketing campaigns and processes that convey tangible value to their market demographics (read customers!).
Here are some fundamental marketing rules for living life in the slow (but safe) lane:
© 2002, Lee Traupel, Intelective Communications, Inc.
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