In the book Good to Great, Jim Collions wrote that great companies acted more like hedgehogs – simple, dowdy creatures that know one thing and stick to it. The comparison companies in the Good to Great study were more like foxes, wrote Collins, craft, cunning, fast and everchanging. The foxes knew many things but lacked consistency.
Great companies followed “The Hedgehog Concept.” They knew what they were good at and stuck to it. They saw through complexity and found unifying patterns. They simplified. So, too, do great marketers.
Great marketers plan their marketing in advance. They analyze past performance and cut under-performing tactics. They don’t jump onto the latest marketing bandwagon until they have a clear understanding of how it will or won’t support their primary business goals.
What do you think? Can you accept the image of the dowdy hedgehog marketer? Or will you go with crafty-like-a-fox?