Albert Einstein, the German-born theoretical physicist who
developed the theory of relativity has been credited and often cited as saying,
“The definition of insanity is doing the same thing over and over and expecting
a different result.” This quote has been
used in countless arguments to persuade others into gaining a new perspective
in the way things are currently being done.
It usually flows off the tongue and the recipient of the phrase has probably
failed in their task, but continues to keep trying without adapting to the
adversity. Another of his famous quotes
is, “Life is like riding a bicycle. To
keep your balance you must keep moving.”
Riding the bicycle in business is a perfect analogy comparing the
two. However, businesses can also look
at the quote penned by Einstein whose name would become synonymous with
‘genius’ is, “Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.”
Over the last 3 months, America has entered into The 2nd
Great Depression with over 38.6 million people losing their jobs. Businesses such as Pier 1, True Religion, J.
Crew, Neiman Marcus, JCPenney, Tuesday Morning and most recently Hertz. These are the big names that have been
causalities of our reaction to a seasonal virus. There are a plethora of small businesses that
will enter the grave as an unknown. A
virus that has a cure rate of over 99.9% has frightened people into wearing
mask and gloves while they are driving as well as terrified people into
avoiding eye contact with friends and neighbors at the local grocery store, has
presented challenges to many businesses.
Those businesses must change their perspective and quickly adapt if they
don’t want to be added to the growing list of companies that will shut their
door forever.
·
Change
Your Perspective. Being
well-informed can be frustrating. You
probably knew that there was no way that a flu-like virus would kill 2.2
million Americans by April 15 as the famous Epidemiologist Neil Ferguson
predicted and so many of our local politicians shouted behind a podium. You did the simple math and looked at the
misinformation that the media published and quickly saw that 6027 people would
have to die a day just to hit that number in a year, and over 36,666 people
would have to die a day to meet the doomsday prediction of an epidemiologist
who has a history of being wrong many times before. Yet, even though you used common sense, many
people do not. It’s easier to follow
than it is to lead. Therefore, change
your perspective to utilizing your business to meet the needs of potential
customers. Your customers are scared and
instead of being mad at them, have empathy.
It takes time to research. There
are also many egos involved. Nobody
wants to be told they are wrong (and there are millions of Americans that have
fallen for the overhyped rhetoric).
Identify what people want out of life.
They want to be able to have a story of overcoming adversity of some
type. They want to have a purpose that
they can be proud of. This virus, if it
lived up to the hype, would have been that perfect story for them. Therefore, look at ways that you can provide
your customers satisfaction and some significance in their existence. Realize that they want to feel valued and if
you show them this they will become a customer for life.
·
Adapt.
Remember, your customers have been told they can get the virus which they
believe will be deadly just by swimming in a pool. They have chosen to try to save face by only
listening to reports that fit their narrative.
Have you ever tried to make your kid eat a vegetable they don’t
like? It is a battle that you won’t win
even if you use logic and common sense.
You will need to invest in PPE
products, at minimum hand-sanitizer and cleaning solutions. Become more transparent with your employees
and customers alike. Let them know you
care about their health. If putting up
Plexiglas dividers will allow you to continue to do business than do it. Also focus on how your customers receive
their information. Our society ingest
its information from bold sensationalized headlines, innovative memes and 15-30
second videos. Leaders will need to make
sure their business is able to reach, communicate and provide goods and
services using today’s technology. This
includes marketing, advertising, e-commerce and informing your customers and
potential customers in the digital arena.
Digital Advertising is less expensive than traditional advertisement,
but it has to be done right.
Einstein said, “A man should look for what is, and not for
what he thinks should be.” Our country
is divided into those who use logic and those who need to be told what to
think, and realizing this will give you a new perspective and allow you to
adapt in order for your business to survive.
DeliveryMaxx is a small business that takes pride in
helping other small businesses succeed in an increasingly digital world. That was our mission prior to this outbreak
which has now shown it is more important than ever. If you need help navigating a transition to
becoming more active on social media, building an e-commerce website, or
post-sale communication with your clients we are here to help. Our clients experience positive Online Reputation, stronger SEO, concise
content management, increase in
social media engagement and advertisement and higher customer retention. See
how we have helped clients in multiple industries across the country such as
Automotive Dealerships, Real-Estate Brokers & Agents, Churches, Service
Industry, Sports Teams, Non-Profit Organizations and more as we utilize our
Patent-Pending Program to develop a digital strategy that will meet the needs
of sales, service and messaging to your audience. www.deliverymaxx.com or give us a call at 888-936-6299 today
or watch the DeliveryMaxx Introduction
Video!
