Think Outside the Policy

Think Outside the Policy

Think Outside the Policy

By John Jantsch

Some of my favorite phrases in all of marketing go something like, “I’m sorry, we don’t do that here” or then there is, “I don’t know why, that’s just the way everyone in our industry does it” and, last but not least, “You can’t do that.”

See, these phases scream one thing to my marketing brain – opportunity.

Legendary companies are formed every year when someone finally asks, “Why do we do it like that?” or “What do think would happen if we just tried . . .? ”

Heck, mediocre companies can find ways to exploit the frustrations of a market. Haven’t you ever seen a company that didn’t deliver the goods half as well as you thrive? I’ll bet they had and angle and that angle drove them to the top.

I have three things that I would like you to do to try to find ways to exploit a market frustration:

  1. Ask yourself this question: What is the one thing that, if we could figure out how to do it, would turn our industry upside down? (Think – package, price, promotion, guarantee, delivery, options)
  2. Call up 10 customers and drill them on this idea: What is it that everyone in our industry does that drives your crazy? (Flip side: What is it that some other vendor in some other industry does that your love – some of the best innovations come from applying things that work in other industries.)
  3. Listen: Anytime you hear one of the comments I started this post out with, be on guard.

Thinking outside your industry’s gererally accepted policy manual is a great way to stand out from a crowd.


Google Ads Changes Affecting Small Businesses
Marketing Podcast with John Jantsch on Changes to Google Ads Google has recently made some drastic changes to their ads program—starting with a name change, from Google AdWords to Google Ads. Some of the changes are technical, like tweaks to the interface. Others represent fundamental shifts in the way Google views advertising. These will affect […]
The Seven Steps to Marketing Success – How to Build a Marketing System
Marketing Podcast with John Jantsch on Building a Marketing System The key to an effective marketing approach is creating a marketing system. This is Duct Tape Marketing’s point of view and our key differentiator. Here, we’ll take a closer look at the seven steps you must undertake to build a successful marketing system for your […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x