The Elephant And The Blind Marketers

November 9th, 2006

I stumbled across the old story of the elephant and the blind men today. For those of you who don’t know it:

A group of blind men touch an elephant to learn what it is like. Each one touches a different part, but only one part, such as the side or the tusk. They then compare notes on what they felt, and learn they are in complete disagreement. The story is used to indicate that reality may be viewed differently depending upon one’s perspective. They conclude that the elephant is like a wall, snake, spear, tree, fan, or rope, depending upon where they touch.

A parallel perhaps to the vantage point you view your own company from. What do you think your customers want from your brand?

When was the last time you asked them directly? You have asked them, haven’t you?