Albert Einstein, the German-born theoretical physicist who developed the theory of relativity has been credited and often cited as saying, “The definition of insanity is doing the same thing over and over and expecting a different result.” This quote has been used in countless arguments to persuade others into gaining a new perspective in the way things are currently being done. It usually flows off the tongue and the recipient of the phrase has probably failed in their task but continues to keep trying without adapting to the adversity. Another of his famous quotes is, “Life is like riding a bicycle. To keep your balance you must keep moving.” Riding the bicycle in business is a perfect analogy comparing the two. However, businesses can also look at the quote penned by Einstein whose name would become synonymous with ‘genius’ is, “Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.”
Over the last 3 months, America has entered into The 2nd Great Depression with over 38.6 million people losing their jobs. Businesses such as Pier 1, True Religion, J. Crew, Neiman Marcus, JCPenney, Tuesday Morning and most recently Hertz. These are the big names that have been causalities of our reaction to a seasonal virus. There are a plethora of small businesses that will enter the grave as an unknown. A virus that has a cure rate of over 99.9% has frightened people into wearing mask and gloves while they are driving as well as terrified people into avoiding eye contact with friends and neighbors at the local grocery store, has presented challenges to many businesses. Those businesses must change their perspective and quickly adapt if they don’t want to be added to the growing list of companies that will shut their door forever.
- Change Your Perspective. Being well-informed can be frustrating. You probably knew that there was no way that a flu-like virus would kill 2.2 million Americans by April 15 as the famous Epidemiologist Neil Ferguson predicted and so many of our local politicians shouted behind a podium. You did the simple math and looked at the misinformation that the media published and quickly saw that 6027 people would have to die a day just to hit that number in a year, and over 36,666 people would have to die a day to meet the doomsday prediction of an epidemiologist who has a history of being wrong many times before. Yet, even though you used common sense, many people do not. It’s easier to follow than it is to lead. Therefore, change your perspective to utilizing your business to meet the needs of potential customers. Your customers are scared and instead of being mad at them, have empathy. It takes time to research. There are also many egos involved. Nobody wants to be told they are wrong (and there are millions of Americans that have fallen for the overhyped rhetoric). Identify what people want out of life. They want to be able to have a story of overcoming adversity of some type. They want to have a purpose that they can be proud of. This virus, if it lived up to the hype, would have been that perfect story for them. Therefore, look at ways that you can provide your customers with satisfaction and some significance in their existence. Realize that they want to feel valued and if you show them this they will become a customer for life.
- Adapt. Remember, your customers have been told they can get the virus which they believe will be deadly just by swimming in a pool. They have chosen to try to save face by only listening to reports that fit their narrative. Have you ever tried to make your kid eat a vegetable they don’t like? It is a battle that you won’t win even if you use logic and common sense. You will need to invest in PPE products, at minimum hand-sanitizer and cleaning solutions. Become more transparent with your employees and customers alike. Let them know you care about their health. If putting up Plexiglas dividers will allow you to continue to do business then do it. Also, focus on how your customers receive their information. Our society ingests its information from bold sensationalized headlines, innovative memes and 15-30 second videos. Leaders will need to make sure their business is able to reach, communicate and provide goods and services using today’s technology. This includes marketing, advertising, e-commerce and informing your customers and potential customers in the digital arena. Digital Advertising is less expensive than a traditional advertisement, but it has to be done right.
Einstein said, “A man should look for what is, and not for what he thinks should be.” Our country is divided into those who use logic and those who need to be told what to think, and realizing this will give you a new perspective and allow you to adapt in order for your business to survive.
DeliveryMaxx is a small business that takes pride in helping other small businesses succeed in an increasingly digital world. That was our mission prior to this outbreak which has now shown it is more important than ever. If you need help navigating a transition to becoming more active on social media, building an e-commerce website, or post-sale communication with your clients we are here to help. Our clients experience positive Online Reputation, stronger SEO, concise content management, an increase in social media engagement and advertisement and higher customer retention. See how we have helped clients in multiple industries across the country such as Automotive Dealerships, Real-Estate Brokers & Agents, Churches, Service Industry, Sports Teams, Non-Profit Organizations and more as we utilize our Patent-Pending Program to develop a digital strategy that will meet the needs of sales, service and messaging to your audience. www.deliverymaxx.com or give us a call at 888-936-6299 today or watch the DeliveryMaxx Introduction Video!