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Will you play the baseline or net in 2017?

One of my New Year’s resolutions is to more regularly play tennis. It’s a sport that I’ve played most of my life, but that I haven’t made enough time for while we’ve been busy launching Big M Marketing.

Although I’ve spent less time on the court in recent months, tennis is something that I continue to think about daily. Not because it’s one of my favorite hobbies, but because it’s something that helps me be a better Marketer.

I clearly remember my high school tennis coach telling our team that on every single point we had a choice to make: either stay at the baseline or charge the net. Depending on the situation, one might be a better option than the other. But choosing one was always better than being caught in the middle. He called this middle space of the court “no man’s land”, and showed us how easily our competitors could beat us whenever we were stuck there.

The same principle is true for business. Brands that flourish make clear choices, whereas brands that flounder get stuck in the middle.

Taking decisive action is difficult, especially when human nature tells us to hedge our bets. But the essence of Marketing is about making clear choices. Which is why I am always asking my clients, “do you want to play the baseline or the net”?

If you’d like some support in deciding the best strategy for your brand, please get in touch.

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