Myopia

Marketing is still about the offer, delivery, price, and promotion. It can have unintended consequences, not always positive.

Shrink-wrapped slices of pineapple at the grocery store promote sales. Same with precut watermelon, and chopped onion in a jar. All of them sell better but taste worse.

Smartphones with a large number of pre-installed apps mean more profit for the seller, but shorter battery life and slower operation for the user.

Mass marketers are like a herd. They are merely following the competition. If you are a known influencer, great, probably the mass marketers may listen to you. If not, find discerning and vigilant influencers who will listen and understand you. They will spread the word.

That is how farmers’ markets have grown. More people have vegetable gardens at home. Home Depot, Lowes, and nurseries are increasingly selling vegetable and herb seedlings. Influencers share positive experiences about products and ease of Doing It Yourself.

When you see the marketing myopia, take action. Contact influencers. Show it to them. This is your opportunity. Use the novelty impetus.

Innovate.