Do You Know Where You Are Going?
Albert Einstein was traveling on a train when the conductor came down the aisle punching passenger tickets. Einstein searched all over for his — in his pockets, his briefcase, all around his seat and even the floor. He came up empty-handed.
“Dr. Einstein, I know who you are,” the conductor said. “We all know who you are. I'm sure you bought a ticket. Don't worry about it.”
“Young man, I know who I am,” Einstein replied. “What I don't know is where I'm going.''
Being lost is scary, even for a certified genius. It can be equally scary for communicators, even the most seasoned.
That’s why research is such an essential part of any strategic planning process.
Research is the ticket that tells us where we are and where we’re going. Without it, we’re driving in the dark with no way of knowing how far we’ve been or what awaits us down the road, or what we might crash into. From a business perspective, not doing research is as dangerous as it sounds.
To be strategic, we need facts. We need to understand the playing field. Research takes the guesswork out of strategic planning and provides concrete data points on which to build our strategy and measure our progress.
As a species, we can be impatient, and our impatience gets us into trouble sometimes. When it comes to developing a strategy, some people want to jump immediately to tactics — taking actions they assume are correct based on their untested opinions.
But setting off in the wrong direction has costly consequences, not only in financial losses but in missed opportunities.
Why not try research instead? How much time and money you invest is up to you, but research needs to be part of your plan and your budget. It could be surveys, interviews, focus groups or other tools that can help gain insights into your market and your customers.
Whether launching a new product or designing an advertising campaign or building a brand or formulating a theory of relativity — research is the ticket to your destination.