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September 28, 2010
Do We Sabotage Our Own Marketing Efforts?
By Mike Moran
I am old, so I remember the Walt Kelly comic strip from the '60s called Pogo, of which the most famous line ever was "I have met the enemy and it is us." In Internet marketing, it is so often true that we are our own worst enemies. I was reminded of that recently when I taught one of my many classes to veteran marketers looking to understand this Internet thing. Most traditional marketers have some amount of struggle with the Do It Wrong Quickly concept, but on this occasion I ran into one who was apparently so threatened by it that nothing was going to penetrate. And my diagnosis is that the fear she was grappling with was preventing her from moving forward-that she was literally her own worst enemy. And it happens to all of us sometimes.

The woman in question was a longtime market researcher who has spent her career gathering copious amounts of data-the more the merrier-the better to inform our big decision.

Try as I might, I don't think I convinced her that you can make decisions while you are gathering data and then make them again if the data sends you in a different way. This was all too much for her and she was absolutely rooted in place in...

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