Just Like Hang Gliding

Hang Gliders are not focused on a directional agenda. Successful hang gliding is dependent upon being willing to let the wind decide which direction you go next.

This does not mean that people who hang glide don't need to learn what to do to be even more successful at achieving an enjoyable experience. Rather successful hang gliding is about handling the little details of the moment and not about long term destinations.

The experience is the destination.

Successfully marketing a product or service is like hang gliding. The focus needs to be on knowing how to "catch the wind" and how to "glide with the wind."

The wind is the market and these days the market is holding a discussion about each business and each product in ways never seen previously.

Dr. Jeff Cornwall used the metaphor of dancing and wrote a very good article entitled "Follow the Lead of the Market"