Investing in visibility has always been a priority
Investing in advertising, in a website with “glitz and glamour,” in SEO strategies to generate more leads, in a “fully equipped” room for hosting visitors, and in participating in zebra insemination projects in Senegal—even though there aren’t any… yet!!—and then being able to talk about it—has always been among his “extra-budgetary” priorities.
Building a reputation in the market—so that people know who we are, see how well we work, recognize our commitment to fulfilling our agreements, and learn about our “success stories”—is also part of their mission.
In short, we are expected to meet the same standard that was once imposed on Caesar’s wife: that “aside from being virtuous, she must appear to be so”—and not necessarily in that order.
When “fanfare” covers up the scandals
Although there are also those who use all this “fanfare” to embellish things, overpromise, and hide their “shortcomings,” rather than tackling the root causes of the problems.
And I’m not judging or saying that it’s not the right way to do things—and that we shouldn’t continue to firmly and actively support it—because everyone invests in whatever they find most interesting, profitable, and/or enjoyable. It would be the last thing I’d want to do to come across as a “preachy” person right now.
Check before taking something for granted
My advice, as with any other initiative, is to first establish a statistical “measurement” mechanism so that we can evaluate:
- its soothing effect,
- its positive impact,
- and, of course, the return on investment.
This is something that isn’t always easy to measure and that, all too often, is accepted as valid based on a feeling, a hunch, or intuition.
And, obviously, this innate and pervasive impulse does not go unnoticed by those who offer this type of “gloss,” aware that their target audience, out of conviction, is willing to spend even a little “extra” on it, without much hesitation, as long as they feel “cherished.”
Stopping losing money is also making money
The problem is that we don’t always realize that “stopping losing money” is also another way of “making money.”
And to do that, we also need to “invest” in tools that may be “clunky” but that make it easier for us to manage them and help minimize these losses.
Instead of countering it with “more” of the same or settling for “Band-Aids” or “poultices.”
Analyze the causes, not just cover up the consequences
In addition to making a serious commitment to “prevention” to forestall “misfortunes,” we must focus on analyzing the CAUSES and eliminating them.
Only in this way can we avoid:
- recurring malfunctions,
- recurring anomalies,
- continuous deviations,
- “severe” economic impacts.
Something that, on the other hand, is easy to measure.
The Metaphor of the Blood Transfusion
A blood transfusion can treat anemia.
But by the third time, we need to figure out what’s causing it.
And to do that, we also need to invest there, Pedrín.
Clothes matter, but so does what’s underneath
A nice suit is important, but so is taking care of what you wear and what it hides.
The solution is to stop being “cute,” because “even if a monkey dresses in silk…”
