That Could Work: Why “That Won’t Work for Us” Is Killing Your Marketing
One of the most limiting mindsets I’ve come across in my career - both in full-time roles and through consultancy work - is the phrase: “That won’t work for my product / my customers / my market.” Let me be clear: this isn’t about claiming I know your business better than you do. I don’t. And it’s definitely not about pretending that every strategy works everywhere - because they don’t. What I *am* saying, though, is that ecommerce brands waste billions each year through self-imposed limits based purely on assumptions. Not evidence. Not data. Just - prejudice in disguise in 21st century marketing. And I’m not even talking about ideas that have been tested and failed. I mean ideas that never even make it off the whiteboard because someone, somewhere, decided *in advance* that they “won’t work.” Here are a few of the classics I hear all too often: - “Branding doesn’t matter in this market.” - “My customers will never buy online.” - “We’re a distress purch...