How Do You Know Your Market is Changing?

Your markets are changing. Are you doing anything to measure these changes?  Most of you have heard the story about how small changes go unnoticed until it’s too late.  It’s a (made-up I hope!) story about a frog that is in a pot of water and the heat is slowly turned up in small increments. The frog acclimates and adjusts to these subtle changes in his environment until the water approaches a boil and the frog is… well, you get the idea – caught by surprise.  As marketers, many of us are like the frog. We ignore changes in our markets until it’s too late. Then we have to make expensive and sometimes radical adjustments to salvage the future of our businesses. Please take a few moments every few months to survey your markets, especially your loyal customers that will tell you the truth. 

I consider myself someone who stays on top of change.  In fact, I thrive on change.  Yet, change can sneak up on any of us.  Yesterday I was on my way to the airport to speak to the American Nursery and Landscape Association (ANLA) .  The entire trip I was a little warm, so I turned down the heat a few degrees.  Yet, after driving for about 15-20 minutes I realized I was starting to perspire. That’s when I discovered my heated seats were turned up to the highest setting from the night when my car had been outside all day!  Hello, Jeff, wake up!  When I came to my senses I remembered the proverbial frog in the boiling pot of water.  Be aware of what’s happening – around you and in your markets.  Ask questions. It’s the only way you are going to stay on top of your game and ahead of the changes that are slowly happening – and they are happening right now. 

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