A lesson in centrifugal force. The further we move away from the center the faster we move, the harder it is to hold on. This makes for an exhilarating ride. Exhilarating is not always the point.

When we move away from the fundamentals driving behaviour of our customers, we get this rush. We chase the fads that seem to be where all the action is. It’s hard to hold on as it spins faster and faster until we inevitably lose our grip.

The pole that grounds the merry-go-round anchors the system. The closer we move to this steadfast truth, the less we are affected by the spinning reality. It takes effort not to get swept away by the force, but it takes much less at the center than on the edge.

Sure, the ride might not be as exhilarating. That’s why we have theme parks, not businesses.


Cathal Mac an Bheatha

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