Quick Thinking
On my way to work the other day, a car inched forward through a green light, cautiously waiting for the traffic ahead of him to clear. But before the mini jam ahead of him could unclog, the light turned yellow. Rather than block the line of traffic perpendicular to his position, he made a quick decision to turn right, keeping things legal and the intersection open. I thought about following the quick thinker and, if not offering him a job, at least heaping him with praise. Most drivers would have probably just ignored the light.
Quick thinking is just as important in marketing as it is in driving. Though it may not mean life or death, coming up with solutions on the spot can make the difference between success and failure.
I attended a trade show in Tampa, Florida a few years back, and my flights were delayed by weather. (We've all been there before, haven't we?) When I arrived at the hall the next morning, there was just one company container on hand, and it didn't include a display. The show was set to begin with an evening cocktail reception, so the chances of getting a replacement shipped in time was zero.
Rather than panic, I took a few deep breaths and thought about options. A solution bubbled to the surface: borrow/rent a bulletin board backdrop from the hotel (there was one sitting in a corner, unused); find trade show poster files attached to old email archived on my laptop; take these files to the nearest Kinko's; and print/laminate new posters. It worked, and I was back in time to set up our make-shift display, clean up, and make it to the reception with a half hour to spare.The easy out was not an option.
While at another show, years earlier, I'd watched two gentlemen across the aisle panic when their display didn't arrive. Their solution? Put up a tacky sign on a standard literature table that read: "Our Display was Lost in Shipping". Sure, we felt bad for them; but sympathy netted them little if any traffic. I'm sure that the expensive show was a complete loss for them.
The ability to clear your mind and come up with viable, acceptable solutions quickly is vital, whether you are on the road to work or the pathway to marketing your products or services. When you encounter an unexpected twist or red light, remember to keep your wits. More often than not, an alternative (perfect or not quite) will come to mind.
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