Or: “All I really need to know about marketing I learned from Commodore Perry.”
(with apologies to Robert Fulghum)
All I really need to know about how to write and motivate readers to take action I learned by participating in the 200th anniversary re-creation of the Battle of Lake Erie in 2013. (Need a quick history refresher? Check out the 90-Second Know-it-All’s humorous recap of the event.)
These are the things I learned:
- Use prevailing winds to your advantage by knowing what your customer really needs and wants.
- Make sure everyone is willing to follow the battle plan before you set sail.
- Positioning is everything.
- Great victories sometimes require risk-taking. If choppy waters make you seasick, keep your eyes on the horizon.
- Don’t give up the ship—though it might be prudent to change ships if the one you’re on is sinking.
- You can’t change course quickly without good sailors, even if your navy has more ships than anyone else.
- The biggest competitor can be outmaneuvered by an energetic young upstart.
- And then remember the Aubrey/Maturin books and their timeless lesson — Lose not a minute!
And it is still true, no matter how many years you’ve been sailing, when you go out on the lake, it is best for all the ships in the line to stick together.
Wednesday, September 10 marked the 201st anniversary of the battle.