The Four Horsemen of a Marketing Apocalypse:
Fear, Arrogance, Ignorance, and Inertia

Any of these dangerous riders can turn a marketing program to ashes.

Fear of making a wrong decision can paralyze a program. For example, we need more advice from ( those without the credentials). More focus groups. More research. More nit­picking for perfection. More situation analyses.

Fear can sap the testosterone from a bold marketing initiative. While the timid worry about exposing their collective butts to criticism, the gutsy get going.

On the pro side, fear is a great motivator. It turns on the old flight or fight response that has served man and beast so well for so long. But if you have a solid business plan, make sure you flip the adrenal switch to fight.

Arrogance in marketing is a serious personality flaw. The idea that you're the best (when you are not) or that you have no competition (when you do) turns off your receptors. It clouds your mind so you can't see reality. Think you got it made? Maybe. But a little humility is good not only for the soul, but also for the bottom line.

On the pro side, arrogance (if you don't show it) breeds self confidence. And that's remarkably marketable in the right hands. A self confident persona helps build credibility.

Ignorance of the difference between good ideas that might work, solid ideas that should work, and proven tactics that will work, can scuttle a program. The wheel and fire were great ideas. Don't start from scratch. Tweak them. But first learn something about the art and science of marketing. Expecting too much from too little is one of the big challenges of marcom. There's so much solid, free information quickly and easily available on the Web that no one should leave home without it.

On the pro side, ignorance like arrogance, can lead to creative and effective approaches that the learned wouldn't consider practical. Ignorance clears your head of problems you don't know are out there. It can help you go where wise men fear to go---and succeed.

As Grandma used to say, "He just didn't know any better. That's how he got rich!"

Inertia is not one of the traits of highly successful people. "Do it now," is a good mantra. Only don't use it as an excuse for sloppy execution just to get a job done . How many opportunities are lost by procrastination? Yes, look before you leap is good advice. And it's true procrastination give us more time for reflection and delayed judgment. But while we're on a cliche roll, let's remember: time and tide ... and markets... wait for no man.

Sometimes the "Let's wait and see what happens" is the meanest stall of all. It's so debilitating. Often it's based on fear. But too often it's just based on - well, inertia. The knowing-doing gap. The work ethic. Different priorities. Excuses ad infinitum.

Don't wait to see what happens. Marketing is about making things happen.

On the pro side of inertia? Can't think of any pros. So, crank it up a notch. Or just make a decision to do nothing. Then you can do something else that's productive.

I know all this stuff sounds preachy. But I preach not just to teach. My words are a string around the finger to remind nice people of things they may already know.