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Not Making a Decision is Really Making a Decision to do Nothing

It’s time for a little self-reflection. How often have you said to yourself or your team, “we really need to do something about that” or “we should get together to figure out what’s going on there.”

The truth is, too often key strategic issues are tabled for a time to be determined in the near future, only to be overshadowed by more pressing issues or forgotten altogether. By not making time to reevaluate some of the foundational underpinnings of your brand, you’re actually making a conscious choice not to do it.

Look, I know these conversations aren’t easy to have. Confronting the value (or lack thereof) in your physician or patient segmentation schemes can be unnerving. Bringing up the fact that your brand’s global positioning may not be focused or supportable by your proof sources is not for the faint of heart.

The point that I’m getting at here is that there are consequences to deciding not to examine these things. When you don’t examine a difficult aspect of brand planning, tactical execution, or communication development, you are in fact making a decision. You’re choosing to ignore it.

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