Last month, on the final day of the Olympic track cycling competition, Team GB Performance Director Dave Brailsford explained the "marginal gains" strategy that had proven to be the secret to Team GB's success.
He said, "The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together." (BBC News)
He explained one of the first things he taught the team was how to wash their hands. They were all instructed to spend an extra 5 seconds washing their hands every time they did this, and he estimated that those 5 seconds per hand-wash, over the course of 4 years, gave them an extra 5 days of training by reducing infections. Those 5 extra days of training might have given the team a gain of a few microseconds on the track. And at Olympic level, those microseconds can make all the difference.
I couldn't help but think of the parallels of this in marketing.
Success in business is, more often than not, less about monumental changes and more about the summation of lots of little tweaks at every stage of the customer's buying decision which together add up to a big improvement.
This is exactly how the Watertight Marketing methodology works. Watertight Marketing doesn't point you to one silver bullet that will totally transform your marketing and your business. Instead it shows you how to work out where all the marginal gains are in your business, and how to tweak them all up so that, together, they will add up to a huge increase in sales results for you.
If you're looking to step up your business, you might be interested in this upcoming Watertight Marketing webinar: "What does an MD need to know about marketing?" It won't tell you how to wash your hands, but it might help you identify those marginal gains that will transform your business's marketing from "also ran" to "champion".
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