Marketing Isn’t a Lottery Ticket

There’s a prevalent marketing trend among CEOs, founders, and owners sweeping the nation.

It’s called Shiny New Toy Syndrome. It tends to spring up when decision-makers doubt any (or every) marketing action they take.

Or don’t take.   

You may have seen some of the symptoms in action:

  • Excitedly start new marketing projects, even putting current projects aside, that will “change everything” 
  • When that excitement wanes, finishing the project becomes increasingly difficult
  • All the marketing activities that are underway are disconnected from the rest, with no clear sign of what things are working and which aren’t

Chasing shiny new marketing toys is a self-fulfilling prophecy.

Have you ever started a new marketing plan with excitement and passion, only to work on it less as that passion declines? 

Then, panic. Unsure of what to do, you reach for another new shiny marketing toy. 

The good news here is that you don’t HAVE to keep doing it. 

You can break the chain.

Marketing strategies, campaigns, plans, or whatever you want to call them are not lottery tickets. You’re not buying whichever one looks lucky and just hoping it explodes into unrealistic success. 

Even if they do work, most new marketing toys won’t net the results they claimed. 


Because marketing tools like these are only tactical in nature. And just being tactical isn’t enough.

The best tactical putter in all of golf is STILL in for a world of hurt if they’re putting from the tee. 

For marketing strategies to work, you need an intelligent, effective blend of principles along with tactics. 

See that blend in action with our free Customer Journey Approach webinar

Check out our flagship workshop here! - The Customer Journey Approach Masterclass

Related Articles