Hunting a Specific Fish in a Stormy Ocean
Two years ago I wrote a presentation on "Getting the fish (ball) in the net". In this presentation I compared the strategies and tactics employed in scoring goals and their similarities to catching fish in the ocean. The fish could also be your customer and how to win customers in turbid oceans. It is not only a blue or red ocean; it is also the quietness or not of the ocean and the clarity of its waters.
A recent post by Paul Wingate on LinkedIn titled "Marketing Lessons Learned from Fishing". In this post Paul concludes five steps to correlate marketing with fishing. These are:
STEP 1: Let's Catch Some Fish- This crucial decision frames where you are going to find these fish and what they like to eat which are the first steps in the process.
STEP 2: You can’t catch fish without knowing what they eat- Before heading out to sea; you need to know what your fish eats and insights to their habitat.
STEP 3: Only Dead Fish Swim with the Stream- If the field you are playing in is crowded with competitors, then is critical to understand how you stack up.
STEP 4: You're Gonna Need a Bigger Boat: The goal is to create the most prolific fish-catching boat on the sea.
STEP 5: Bait the Hook well; This Fish Will Bite- Content is the bait of today and the marketing fuel in a digital world. It builds credibility and provides searchable answers to your target market’s pain.
Step 6: Let the Fishing Commence- This is self-explanatory
These are practical steps. In my presentation I offer few other ideas on linking marketing strategies with fishing. A winning marketing team can net more fishes in the net as a football team that nets more goals in the opponents' goal. No matter what such as possessing the ball or making many tricks or the maximum number of successful passes or hitting the woodworks it is the team that scores emerges as the winner. It is the same in fishing for customers as you need to capture more of the golden fish than your competitors.
One issue that I discussed in my presentation is being aware of the mood of your fish (customers). The fish has to be in the right mood to enter the net. Always consider the mood of fish and the environment they are in. This will help you find the best speed. Mood is defined by weather and the time of year. High and low barometric pressure is a part of the weather question. They both have a significant impact on the mood of all fish. The speed to approach your customers is linked to their need. You must know what the weather has been preceding your fishing trip. This information will set the stage giving you the information you can use to your advantage. A clear blue high sky after a low pressure front is every angler's nightmare. Fish get spooky, neutral or negative in these conditions. Approaching customers when they are in their blues is a recipe for failure. You may also catch your competitors when they are in the wrong mood because you may lure them with your tactics.
Fish have low tolerance to temperature. You need to know the temperature of your competitors to take advantage of. By putting your competitors on the wrong "waters" you may win. If they are hot on you be cold to their tactics and vice versa. However; with your customers the opposite is true.
It is not only a blue ocean strategy or red ocean strategy; much more it is what is the status of the ocean and how comfortable in its waters are your customers and competitors. Without these understandings our strategies and tactics shall be likened to trying to catch a specific fish in a stormy ocean.
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التعليقات
Javier Cámara-Rica 🐝🇪🇸
منذ 7 سنوات #13
Ali Anani
منذ 7 سنوات #12
I am equally proud of you
Ali Anani
منذ 7 سنوات #11
Ali Anani
منذ 7 سنوات #10
My dear friend and mentor- this is a unique quality comment and it resonates with me very warmly. You wrote "However, when people believe they have, or have found, the "perfect" strategy or process, that is when they have already lost the end result they desire". This is a powerful line. Experiences have shown that many companies failed because they left a small variable unattended. These small variables could act like a small fire that spreads to burn a forest. Issues grow with time and sometimes grow exponentially and beyond control once they reach a critical mass. We have seen it in one additional sand grain bringing down a sand pile.
Ali Anani
منذ 7 سنوات #9
Dear - you said it all very eloquently "Business is changing fast, the Internet changing by the second not the minute or day. You cannot simply rely on what you know to keep you competitive over the years...". I need add nothing except my full approval with your wisdom.
Ali Anani
منذ 7 سنوات #8
Blindness to opportunity is a key element is wasting huge opportunities. That is one ill effect of too much focus. I agree with you entirely Harvey Lloyd and the need to pay attention to by-catch. You remind me of a real story. A journalist saw a senior official assassination and didn't bother to take a photo of it. He arrived late to work. When the editor-in-chief asked him why he cam e late he responded that he was witnessing the assassination and its subsequent events. Where are the photos? The editor-in-chief asked the journalist. I didn't take any? Why? because I am specialised in fashion news. So, I am appreciative of your solid comment.
Harvey Lloyd
منذ 7 سنوات #7
Meant "Addiction" autocorrect looked right.
Harvey Lloyd
منذ 7 سنوات #6
Sara Jacobovici
منذ 7 سنوات #5
Thank you Ali Anani for being able to see the big picture. You are a true "scholar and a gentleman".
Ali Anani
منذ 7 سنوات #4
I appreciate your comment dear Sara Jacobovici for one main reason- it is honest. We have exchanged many ideas and we were mostly in total agreement. That we differ is a healthy sign that we express our thoughts regardless of personal connection. I understand your point and being sensitive to the fish metaphor. I needed to express the limitation of the Blue Ocean Strategy in not taking into account the conditions of the ocean being turbid, stormy, semi-transparent, filled with same type of fish or varieties of them and the presence of fish predators. This led me to conclude the need to understand the ocean in which we do marketing. People are not fishes, but the fish teach us lessons and I tried to highlight some of those lessons. Again, I do appreciate being so honest, transparent and disagreeing with me while keeps the waters of the ocean calm, clear and transparent.
Ali Anani
منذ 7 سنوات #3
Dear Deb\ud83d\udc1d Lange- One main reason for publishing this buzz is exactly what you mentioned in your comment. Yes, marketing people need to increase their capacities of sensing. A second objective is to add to the blue ocean strategy because it didn't refer to the status of the ocean. You read my mind. Since you are commenting I have a very special request for you for your opinion counts heavily and you were on my mind when writing the buzz. I wish to read your comment on my buzz "Because I loved you so much I stopped loving you" https://www.bebee.com/producer/@ali-anani/because-i-loved-you-so-much-i-stopped-loving-you You shall find out by your sensing why I am making this request to you in particular.
Sara Jacobovici
منذ 7 سنوات #2
Ali Anani
منذ 7 سنوات #1