Change in Marketing Goals, What are you really afraid of?

If you knew me a year ago you probably heard me talk about impermanence at least once. It was my own buzz word of 2012. Certainly not a new idea, but for me it really hit home to think of the highs and lows of life and work to be ever changing. Nothing is guaranteed and all states (high and low) are things to be reflected upon and not so quickly judged as ‘good’ or ‘bad’.

As I accepted this impermanence in personal life, I started to really struggle with this idea of impermanence in business. Everyone knows that the goal is a steady upward path towards brand presence / online visibility / awareness, right? What I realize is that while this path demonstrates the safest, most cautionary efforts – Do great things really come without risk or small hiccups along the way? I think not. SEO is one of the easiest examples, time and time again I see a client stuck in a mediocre ranking position and in order to improve  / change for the better, a possible temporary dip is likely. Who wouldn’t take a short-term dip to make a long term improvement?

So, here’s to a little bit of chaos, a lot of exciting new achievements and the beauty of change in your marketing goals. It’s one of my favorite rides!

“To improve is to change; to be perfect is to change often”. -Winston Churchill