What to Do When You Realize You’re Just Walking
In part one, we explored what Stephen King’s bleakest novels teach us about brands, life, and marketing. Read it first. Click here.
There’s a reason The Long Walk lingers. It’s not because of the violence. King’s done worse. It’s not because of the dystopian world. It’s barely sketched. It’s because it feels like us.
It’s the crushing grind of a game that seemed so worth it – and winnable – when you started, and the realization that there’s not a finish line.
Fortunately, you’re not like the boys in Stephen King’s novel. You’re allowed to stop. Nobody’s going to shoot you for stepping off the road. No crowd is waiting to cheer your collapse.
So, if you’ve realized you’re not really marketing anymore—you’re just keeping pace to stay “alive”—here’s how to find your way back:
First, STOP
Breathe. You can’t strategize when you’re stuck in survival mode. Stopping is not failure. It’s the first step to clarify.
Change Paths If You Can
Sometimes you need a new adventure. Take a cue from Ansoff’s Growth Matrix:
- Explore a different audience with market expansion
- Add or evolve your offering with a new product
- Or take the same product to new segment
- Or go bold with a major diversification
Big changes require a million small ones. If you start on one of the small ones today, you’re no longer “just walking” but heading to a new destination.
Get Back to the Basics
If new products or markets are too far away or out of your control, get back to marketing’s foundation:
- Who are you helping?
- What’s their pain?
- Feel it. I mean REALLY feel it.
- How is your product or service the way out?
Great marketing isn’t about being the last brand standing. It’s about knowing and never forgetting why you’re doing the work in the first place.
