One Coach

This is the second in a series of posts excerpted from a conference call between OneCoach CEO John Assaraf and Tony Rubleski, president of Mind Capture Group. See the first post in this series here.

As the CEO of your own company, you are in sales and marketing, whether you like it or not. Thusly, there are many societal forces we must contend with in order to dominate the market. And whether you realize it or not, you are constantly engaged in the battle for mind capture and getting attention. Those who can persuade the most effectively, call it sales or influence, will win and pass their ideas or their innovations onward.

And so, one of the first things you need to keep in mind is that the marketplace is not just skeptical, it’s cynical. This is because we are overloaded with so much marketing noise, so much hype in the media that we are very jaded towards advertisements.

There are simply too many choices out there, and the number of choices is only going to increase. Thomas Friedman’s book, The World is Flat, illustrates the impending fierce competition of India and China, and the need to raise the bar immediately – a tremendous resource for a snapshot of today’s marketplace and where it’s going. The point is if you think it’s tough now, imagine when these super powers kick it into high gear.

This competition is heightened by the massive bombardment of marketing messages every single day, ranging from 1,500 to 3,000. Think about it, even on the low end that equates to about 10 media messages every minute – not even counting the other thousands of neural messages.

What chance do you have to get through all that noise? Well, in order for our brains not to fry out and explode, we have become very good at tuning out marketing messages. In addition, today’s customer is much more empowered and smarter than ever – probably the biggest catalyst for that is the Internet.

Another major challenge we’re facing is time starvation or deprivation. With all the new gadgets, technologies, stimulation and new forms of media, we actually feel as though we’re at a deficit or a time shortage.

So, we’ve got six forces that we’re up against:

• cynicism in the market
• too many choices
• too many messages
• people are very good at tuning out marketing in general
• the market’s smarter than ever
• and we’re all time starved.

We need to be aware of all of that going into battle to effectively present our product or service through this great big labyrinth of marketing.

Next up in this series: It’s raining marketing.

Members of the OneCoach Business Growth Network have unlimited access to hundreds of business-building interviews like this one — see OneCoach.com to learn more.