February 8th, 2010
While walking one day in the woods near a small village, a master sharpshooter came across a beautiful clearing.
In the center of the clearing sat a very old red and slightly dilapidated barn, with bull’s eyes painted all over the side. To the amazement of the sharpshooter, each and every target had an arrow smack in the center.
Unable to contain his excitement, the master sharpshooter runs over to the little house attached to the barn and knocks on the door.
After waiting a few moments, a child about eleven answered the door and greeted the man. “Good afternoon, sir. How can I help you”?
“Son,” the master sharpshooter queries, “Is your father home?”
“No,” answered the boy. “My daddy died several years ago. Only my mommy and I live here and take care of the farm.”
“Well, tell me then, my boy,” the man asked, pointing to the barn, “Who is the expert archer that has shot arrows into the targets with such amazing precision? I had no idea anyone with such perfect skill existed, let alone on a farm far away from the city! I must bring this man who can shoot so perfectly to the king’s palace. Without any doubt, I am sure he will become the chief archer for his majesty in the king’s royal cavalry!”
“Well, sir,” answered the boy. “I am the one that shot those arrows. But, there is no need to take me to the king’s palace because it’s not as hard as you think. You see, first I shot the arrow into the side of the barn–and then I drew the target around the arrow.”
Lesson for Business
This parable from the Maggid of Dubno contains a very important lesson. How often do we take an arrow, and then try to shoot it from all different angles and using different bows, to try to hit the target?
It’s time to change the paradigm:
- First find and understand the market and the market’s need
- Then shoot the arrow in the right direction
- Now create the target around that, so it is guaranteed that you will be dead center.
Just think about how much money and time your company can save by knowing whom your market is before you shoot off very expensive arrow in many directions? It’s the oldest truism of marketing–but the one most often overlooked or ignored.
Bullseye.
I can totally understand, appreciate and relate to the paradigm shift needed in one’s marketing efforts and approach, but a problem that we often face is a shortage of arrows.
What if you could hit the target and never release the arrow?
The boy changed the rules to suit his outcome and made it appear he was an excellent marksman! Infact he was able to fool even the most gifted of experts.
What if you can make your marketing so compelling that you never needed arrows again? What if targets (potential customers) came to you and demanded you shoot them… that my friend is the power of targeted marketing.
Rob;
That is a priceless paradigm shift! Very true- and a nutshell wrap up that’s very expressive about the raw power of direct marketing.
What if he could market the arrows for sale as “guaranteed to hit the center of the target or your money back”… and then explain how his “Arrow System” works?
Yossi,
What would the boy have done if he had no arrows? Think through the story as if you were the young archer….
So, tachles, how to pinpoint the markets needs, in the areas we are qualified & enjoy working in?
Rina,
in a nutshell, as a general rule:
Take the market need, and then build a business to cater to that need.. not the way of “open a handbag store because you like handbags and pray people come.”
I’ll go into this in depth in a post later this week, so stay tuned!