April 14, 2021

It Was Cyber Monday

I'm sitting in on the Monday Morning Executive Meeting, on Cyber Monday.

Can I tell you a secret? I detest Cyber Monday.

Cyber Monday is a day where less-qualified professionals cheat at Customer Development. They slap 50% off promotions, watch the sales roll in (regardless whether the sales are profitable or unprofitable), and then battle for the next year as they wonder why so many customers won't purchase unless they're offered 50% off. If Customer Development is the realm of the gifted, Cyber Monday is the realm of the metrics manipulator.

You can tell if a company cares about Customer Development based on how the company behaves on Cyber Monday. As I sat in front of a room full of Executives earning an average of a half-million dollars a year, a meek woman walked into the room and approached the CEO with a slip of paper.

The room became quiet.

The CEO read the slip of paper.

Then the CEO said, "GET GAIL IN HERE".

Poor Gail.

It turns out that a competitor topped the 50% off promo this brand had for Cyber Monday by offering 55% off. The CEO would have none of this nonsense. None of it. 

Poor Gail walks into the room a few seconds later, and was micromanaged into changing email creative within the next ten minutes before launching the promo to the masses. This brand would be at 55% off on Cyber Monday.

Clients that are excellent at Customer Development HAVE A PLAN. They don't act like a child who just ate a Snickers bar only to see another kid with a bag of Kit Kats. They don't deviate in the face of adversity. They persevere. They work hard on their plan. They're not intimidated. Instead, they Lead.

Your Cyber Monday plan tells all of us a lot about how good you are at Customer Development.

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