The other day, I took a look at a marketing program that a client considered underperforming. As I began to investigate, I realize that my approach resembled something I learned 25 years ago in a completely different place, the oil-slicked, unheated garage of my high school’s auto shop classroom.
Naff off, Robert Fulghum
As I looked at the components of the program, I realized that I didn’t know exactly what to look for, but instead, I knew I would find it if I kept looking for it. In broad terms, that approach applies both to marketing programs and to balky lawnmower engines.
Let me give you a little background. I attended a fine public school dedicated to sending all of its high school graduates on to higher education and they succeeded at a rate of about 85%, IIRC. As part of their goal in developing well-rounded young men and women, they insisted on two semesters of practical arts. Most of my honors-level classmates chose home economics or drafting. I had different proclivities and chose not one but two semesters of auto shop.
