I’ve hired a number of marketing coaches over the years.  Each one has served a different and very positive role in my professional development.  More than anything I’ve found value in being coached because it invariably drives me to what some marketers call “massive action.”

 A few years ago I hired a gifted guru that some of you have probably heard of - Rich Schefren.  This is a guy that just erupts with one amazing concept after another.  I’ve learned so much from him.  Today I was watching an online video that had clips of a recent presentation he did and I wanted to share it with you.

He juxtaposes 3 business concepts.  He refers to the old way of business as “make & sell.”  A current way that most businesses operate is “sense & respond.”  Then he presents his recommended way as the way of the future and the way to really rise above the competition - “anticipate & preempt.”

One of my favorite lines in this video is “do it wrong fast!”  Another is that “action creates clarity.”  I wholeheartedly agree with both concepts.  We cannot wait to take action until we’ve dissected every potential outcome.  We need to get in there and do it.  Experiment and just keep doing it.  It’s the best way to learn and discover so that we can “anticipate and preempt.”  Thank you Rich for all you’ve taught me and continue to teach me.