Opportunistic Marketing
by Abby Wilkerson
I make my lunchtime errands list in an order based on what side of the road the stores are on, so that I can go down one side and back up the other. I make a grocery list throughout the week, but re-write it right before I go to Kroger so that I can put it in order of the layout of the store. All this to say, my type-A personality truly appreciates a well-thought out plan.
So I feel Joe Cox’s pain. Joe Cox is the quarterback for the Georgia Bulldogs. Joe is a first-year senior starter at UGA, having watched the incredible Matthew Stafford shine for three years until he left early for the NFL. Joe has a fantastic arm, particularly for the long ball. He’s a smart kid who learned by watching one of the top players in the country. But sometimes watching isn’t enough.
Joe has a problem with Plan B. He’s great with Plan A – when the play unfolds perfectly and his receiver is exactly where he is supposed to be, Joe nails it every time. But, if a hole develops in the offensive line…if a running back gets there a little too quickly…if an intended receiver is being determinedly tailed…Joe panics. And he still goes through with the play as intended. Normally a strong will and determination are assets to be praised – but sometimes too much determination is a recipe for stupidity.
Is there something within your marketing effort that just isn’t working? But do you continue onward, just because it was the original plan? Have you ever heard the term “boiling frog?”
Don’t throw into double coverage just because that’s where you planned to go with the ball. Sometimes we have to adapt during the process, and that’s okay. Look at it not as a problem, but as an opportunity. Know your game well enough to be able to adapt – and realize that if one receiver is being covered by two defenders, then another is likely very open.
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