The Pressure To Get In The Game. You Have Too Many Options And No Honest Goals.

I have been golfing the same way since I was 16. If I tried to drive the hell out of the ball, I would get myself in the worst situations, and become frustrated.

I have learned over the years that when I use exactly the right effort I hit the best shots. I am not going to be qualifying for the PGA long drive competition any time soon, but I can shoot 90 with a 20 year old set of Canadian Tire irons. And that is all I am looking for as a golfer. I see some guys buy these huge expensive drivers with adjustable weights and iPhone applications so they can track their shots and get that extra 10 yards closer to what Daly could hit. And apart from the truly gifted golfer, these folks rage on with a frustration filled game and a hefty credit card bill.

For my personal golf game I know what I need to do, to do what I want to do.

I work with clients in a wide range of industries, and while they shouldn’t occupy certain media forums with their communication presence, they are affected by EVERY SINGLE OPTION, LIKE EVERYONE ELSE.

The problem is that because of this pressure, businesses and brands spend all their time focused on what is POSSIBLE TO DO, not on what they NEED TO DO based on their goals as a company. I get that we have hundreds of media vehicles available to use. Everything from branded giveaways to 50 shades of social media sites and tools. But they probably don’t need to be everywhere at all times. Most businesses certainly don’t have the resources to properly support that anyway.

But these clients rarely want to work backwards from their honest goal for their company and look at, regardless that the competitor has snapchat, what they actually need to use to reach their goals.

I say this because a huge amount of effort is put in by marketing firms, ad agencies, and client side marketing teams to “get in the game” and exist in every possible place at once.

The challenge is that most business owners don’t share their actual goals with the people they are entrusting their communication needs with. Not many company representatives at the highest level share their “I just want a nice straight shot and a double digit score” moment with their communications team.

I would like to think that happens because at a business ownership level there is also a huge push to “get in the game” and go for world domination out of the gate. If we took the time to work backwards from honest goals, include our agencies and marketing teams in these goal discussions, and then actually put our efforts where they NEED to be and not just could be, we might find that marketing be an effective means of getting a brand’s story out there.

That is all I have at the moment.

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Chris Gostling is an award winning Creative Director & CEO of Momentum Visual Inc., a Toronto based strategic marketing firm.
Chris & Momentum Visual have driven creative marketing strategy and execution for client’s such as Shoppers Drug Mart, Aeroplan, Parmalat Canada, Hain Celestial Canada, Apotex, General Mills, Canadian Tire, and RBC. Beyond being an accredited graphic designer by trade, Chris is a public speaker on topics ranging from strategic thinking, creative presentation coaching, and how to build a successful and well-rounded design portfolio.
In 2009 Chris founded Small Change 4 Big Change. This charitable foundation facilitates dignified food experiences for Toronto’s at-risk and homeless youth. 

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