Dear CMO:
I’ve got a question for you. You know all those trip reports you’ve been writing for the last ten or twenty years? Who exactly has been reading them? More importantly, what’s happened to all the insight, dealer feedback, first person observations, and mid-trip epiphanies that you’ve spontaneously created over the course of a career?
I’ll tell you what probably happened to it all.
It all… just… vanished.
You know what’s worse? How many peers do you have? How many salespeople emailing from the road, how many product managers out on a boondoggle, how many emails, trip reports, insights, comments, brainstorms… how much information has just spilled out into the ether to be obsoleted by the next batch of reports and meeting requests?
This is a sobering thought. People travel to get insight that only comes from first person experience. They capture these nuggets in real time and transmit them with every intention of following up, only to find that other priorities take their place as soon as they commit them to paper.
I’m not of the opinion that every hair-brained idea needs to be ruthlessly executed, because this just doesn’t work. Some ideas are better than others. But think about the volume of stuff that comes in an average year of business: what would happen if you at very least just captured all the ideas in one place and prioritized it on a weekly or monthly basis, pushing some up and others down or out?
How many companies do this, do you think? Probably pretty few. Most just book more flights to Phoenix. So they can write more trip reports.
Copyright (c) 2007 Stephen Denny