June 1, 2017

Principles vs Tactics

I’m reading Richard Koch’s book The 80/20 Manager at the moment. At the start of the book there’s a quote from Ralph Waldo Emerson.

As to methods there may be a million and then some, but principles are few. The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to have trouble.

Never has a truer word been spoken about marketing. Great principles are usually very simple, yet very elusive.

In my book the Marketing Nurture System, I explain that one of my favourite principles is from 19th century German philosopher Friedrich Nietzche’s. In August 1881 near the Swiss village of Sils-Maria, Nietzsche paused on a walk struck by a thought.

Nietzsche’s idea was to imagine a small demon whispering over your shoulder. The demon whispers that you must re-live your life to-date, for the rest of eternity.

Would you be happy at the prospect of that? Or would you have… regrets?

The idea later became known as the ‘eternal recurrence of the same’. Obviously your work is only one aspect in answering the demon’s question, but as a guiding principle it indicates whether you are in the right line of work.

If your work doesn’t excite you, your marketing will never be engaging, no matter how many tools and tactics you learn. Storytelling included.

If you haven’t yet read it, you can pick up the Marketing Nurture System here.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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