The Catalyst

The other day my daughter Grace was off from school, and my wife dropped her at the office for an hour. She was reading something I had posted on the wall, a quote from Craig Reumund that reads:

Bad Habits Happen in a Good Economy
Good Habits Happen in a Bad Economy

Grace thought for a moment, and then said, “Hey Dad, we’re not in a good or a bad economy right now.” She went over to her ‘desk’ and made a sign that now hangs next to Craig’s quote that reads:

Mediocre Habits Happen in a Mediocre Economy

Yes, she did get my wife’s brain, fortunately for her!

Now, think for a moment … about all those who are smiling again because they’re once again “making budget” … budgets that were set, in many cases, against the -30% performance from the prior year.

Didn’t someone in our group once talk passionately about standing out from the River of Mediocrity prevalent in the industry?

Could it be that a hero, now redefined, is the one that can scorch through these mediocre budgets? After all, if I’m down 30% one year and finish up 25% the next, I’m still down 12.5%.

What habits of mediocrity can we anticipate in 2010? How will you work around them or through them? Without question, your best clients — and your competition — are already figuring this out. You’ll be able to notice them in no time.

Thanks Grace!

Roland Eckstein is the Managing Partner of ESA & Company, an advertising strategy firm that accelerates profit for local businesses.