Occasionally, we should test our assumptions. We may find surprises where we test the rules of the game.
For example, right now, I’m in an airport lounge (free) because of a trip for which the original purpose proved to be totally unjustified but which has still proven to be profitable. When I reached the “go, no go” on the travel in its original incarnation, I decided that the trip made sense but would require a five hours drive each way in a day. My wife said: “Are you nuts?” and advocated I fly.
I couldn’t find a cheap ticket, except with a discount airline where the return flight would be at the end of a long day. The airline is not known for perks and does not offer first class service but a check on its website revealed it had made arrangements with an airport lounge for discounted access and further research revealed my platinum credit card would provide free access. As well, I researched on the web and while the airline reported a ‘no standby’ rule, I thought maybe I could catch an earlier flight home.
Alas, at the check in counter a screening representative told me the flight change fee would be $52.00. I probably could have argued the point but unlimited food and drink at the free airline lounge beckoned, so I headed here for the evening.
I had at least one rewarding conversation which will not be reported here in respect of confidentiality. Despite the lack of need for my original meeting which provoked this trip, an unrelated face-to-face conversation caused by this trip resulted in valuable insights and my ability to keep another project on schedule. The result is that a wasted day, on the surface at least, turned into a highly productive experience. I tested and reached beyond brands, assumptions and conventional practices to learn new things and gather insights.
Sometimes we need to reach beyond the obvious for insights. The best way to break the bounds is to find free or inexpensive alternatives to our conventional practices and assumptions. Then, we may change our perspectives and be ready to spend money where we should.
Can you learn a construction marketing lesson here?
