Neither perfect nor permanent — Kelford Labs Daily
But able to change.
I was chatting with the owners of an advertising agency the other day. They were talking about their marketing position, and their ideal clients, and how it didn’t feel... settled.
They like the progress they’ve made toward being more focused, but something about it felt impermanent.
I assured them that that’s the point.
See, a marketing position is never perfect and it is never permanent.
I mean, could you imagine making any permanent plans these days with, you know, everything going on? What would it take to be confident making a permanent decision right now?
You’d have to know the future, which none of us do.
Instead, we want our position to be in a constant state of evolution, getting better and better but never truly ending, never truly cementing.
But always staying somewhat fluid and flexible.
One historian and strategist put it this way: “A plan, like a tree, must have branches—if it is to bear fruit. A plan with a single aim is apt to prove a barren pole.”
So don’t worry if your marketing position and your ideal target clients don’t feel permanent or fixed. Just focus on making them better. Remembering that your path will branch, your position will shift.
Because if it doesn’t, if it can’t, it won’t work for long.
Reply to this email to tell me what you think, or ask any questions!
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