I have been doing an inordinate amount of reading and testing and looking and feeling and all the other things I try to do to get a handle on the state of the economy and how social media fits in with marketing, advertising, public relations and all of it, and I had in my mind what I would call an epiphany. It may not be that much of a game changer to some, but to me it boiled a large amount of fertilizer into what I would refer to as the heart of the matter. People like Seth Godin, Chris Brogan and others have one very difficult to obtain trait–they all have common sense. That might sound like a "no kidding" statement but to many it seems like a far off planet we will never be able to reach. They sell their common sense.
Businesses tend to get caught up in the bottom line, the minutia of day-to-day operations, the web of bureaucracy and other things that keep us unfocused and not able to keep our eye on the prize. What some people offer is a way to get you back on track with the thoughts that started the business or made it successful to begin with and that is basic common sense. Like a drink manufacturer that gets caught up in the "lime, the lemon and the wild cherry, when what they really need is someone to come in and say "Hey maybe you should just stick to cola." They have their moment where they all high five in the board room and say, "This is awesome!!", and hand over their check. I love that scenario in my mind.
The guy that will be the most successful in the consulting business is the one that can’t really see the emperor’s new clothes.
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