Does your organization value abstract work? Does it need to?
Most businesses don’t value abstraction. They can’t. Because in order to survive they have to always be in action.
It’s only when a business takes action – puts a product on the market, makes an offer to customers, sends out an ad, creates a new contact – that the business itself becomes tangible, visible, and viable. Customers can react to actions. Sales can happen.
But customers can’t react to abstractions. Abstract work – planning, strategy, design – isn’t ever seen by a customer. It’s done behind the wall. It’s done way before actions happen.
Because businesses rise and fall on concrete actions, almost all businesses value action over abstraction. Businesses constantly push for action, to GET THINGS DONE.
Which means that abstract work suffers. It’s seen as an annoyance. Action needs to happen, even when planning isn’t complete. Or done well. What is important is that it’s out of the way. So that action can happen.
What people don’t see is the planning and thought process put into creating a successful strategy. For example, running an ad. The process behind creating the audience, choosing the right ad creative and crafting the right ad copy is all based on what we’ve learned from experience, continuing education and the current trends and successes of digital marketing.
The ad funnel strategy that our team uses helps businesses reach customers in the best way for what they want to achieve. If you’re too focused on actions and skip ahead to a conversion objective, you risk receiving a low conversion rate because the consumer doesn’t know you. If instead, you do the abstract work of planning and strategizing, you may find that you need to create a brand awareness ad before you can move on to the conversion objective. Without the abstract work, you are shooting in the dark hoping for random and aimless conversions, not knowing if you are targeting the right consumers or if they know your brand well enough to commit to a sale.
It’s a tough persuasive challenge to convince people who are running off to battle to stop, sit down, slow everything, and THINK. Even super think. To really mull over the best battle plan.
Trying to slow things down in order to do abstract work causes anxiety and panic in do-ers. “We can’t do that. The enemy – lack of sales, negative cash flow, rising costs, shrinking margins – is at the gates! There’s no time to plan. There’s no money for it. It’s too slow. It can’t be measured. Get out of the way so we can get in there and DO SOMETHING, we’re going under!”
And so everyone charges off, using the same old battle plan as they’ve used before. No one thinks things through in a different way. No one does the abstract work.
Into the battle, without a true strategy.
Does that sound like a good idea?