Thoughtful, disciplined, intentional, strategizing is not always easy, especially when we find ourselves in uncharted waters. I think this describes our current economic condition. While in some ways, we are re-visiting issues that resemble the 80s, we can’t say that the same strategic solutions that worked then can be applied now. This is where the rowboat versus the canoe theory comes into play.
You see, when sitting in a rowboat, you are facing backward with a crystal clear view of where you have been versus sitting in a canoe, which gives you a view of what is ahead. Now apply this concept to decision making. In the rowboat, all you have is the past to determine your future. In the canoe, you have no choice but to prepare and anticipate for what may come, keeping your eyes on your destination. I believe that those who will succeed in today’s market, no matter what industry or occupation, must get into the canoe to chart their course for the future.
To steal an overused phrase, which is “rowboat-ish” in its own right, we need to “think outside of the box.” In other words, we need to innovate. It is definitely important to take a look into the past and identify good solutions. In our industry, this means re-visiting pre-marketing strategies. However, my suggestion is instead of re-implementing them consider re-inventing them.

