By Eric Osei ANNOR
In the fast-paced world of business, where immediacy often takes precedence over long-term strategy, Vice President Bawumia’s thought-provoking statement, “If I do everything today, what will I do tomorrow?” offers a profound lesson in the art of sustainable growth.
This phrase, though simple, encapsulates a powerful philosophy that is crucial for marketers striving to build not just a successful brand today, but a thriving enterprise for years to come.
Bawumia’s words remind us that restraint, strategic pacing, and future-oriented thinking are key to long-term success. This approach encourages marketers to resist the urge to exhaust all resources and opportunities at once, instead fostering a mindset that balances today’s achievements with tomorrow’s potential.
Let’s explore how this philosophy can be applied to various aspects of marketing, ensuring that businesses remain resilient, innovative, and customer-focused in an ever-evolving market landscape.
- Strategic pacing: the art of building sustainable momentum
In marketing, the temptation to unleash everything at once—whether it’s new products, major campaigns, or significant discounts—is strong. However, this approach can lead to short-lived spikes in customer interest, followed by long periods of stagnation. Strategic pacing, on the other hand, involves gradually releasing initiatives over time, ensuring continuous engagement and maintaining a steady brand presence in the market.
Case in point: Apple’s product launch strategy
Apple exemplifies strategic pacing with its meticulous approach to product launches. Instead of releasing all their innovations at once, Apple introduces new products, features, and updates in a staggered manner. This approach not only builds anticipation but also ensures that each product receives the attention it deserves, contributing to a sustained buzz around the brand. Customers know that there’s always something new coming from Apple, which keeps them engaged and loyal.
For marketers, the lesson here is to avoid the rush to do everything at once. Instead, plan your campaigns and product launches in phases, allowing your brand to stay relevant and maintain customer interest over time. This approach also provides breathing room to assess the impact of each initiative and make necessary adjustments, ensuring that your efforts are always aligned with your long-term goals.
- Creating anticipation: the power of the tomorrow promise
Anticipation is a powerful tool in marketing. When customers know that something exciting is coming, they are more likely to stay engaged with your brand. This sense of anticipation not only builds excitement but also fosters customer loyalty, as people will return to your brand time and again, eager to see what’s next.
Case in point: the success of teaser campaigns
Consider how movie studios use teaser campaigns to build anticipation for upcoming films. A well-crafted teaser doesn’t reveal everything at once but instead offers just enough to spark curiosity and excitement. This keeps the audience engaged and eager for more, ensuring that when the full campaign or product is finally revealed, there’s already a captivated audience waiting.
In a similar vein, marketers can use teaser campaigns to hint at future products, services, or promotions. This not only keeps customers intrigued but also encourages them to stay connected with your brand, anticipating the next big reveal. By strategically planning what to share today and what to save for tomorrow, you can create a sense of continuous excitement around your brand.
- Long-term growth vs. short-term gains: balancing the two
One of the most significant challenges in marketing is balancing the pursuit of immediate results with the need for sustainable, long-term growth. While it’s tempting to focus all your efforts on short-term gains, such as boosting quarterly sales or achieving a quick surge in customer acquisition, this approach can be detrimental if it exhausts your resources and leaves you with little to build on in the future.
Case in point: Coca-Cola’s century of innovation
Coca-Cola is a brand that has mastered the art of balancing short-term success with long-term growth. Over its century-long existence, Coca-Cola has consistently introduced new products, campaigns, and brand experiences that keep it relevant to new generations of consumers. Instead of relying solely on the success of its flagship product, Coca-Cola continuously innovates and diversifies, ensuring that the brand remains fresh and appealing.
For marketers, the takeaway is clear: while short-term wins are important, they should not come at the expense of your brand’s future. It’s crucial to leave something for tomorrow—whether it’s ideas, resources, or market opportunities—so that your brand can continue to grow and evolve. This forward-thinking approach ensures that your brand is not just surviving in the present but thriving in the future.
- Innovation as a continuous process: always leave room for tomorrow’s ideas
Innovation is not a one-time event but an ongoing process. Bawumia’s statement serves as a reminder that businesses should always reserve some of their creative energy for the future. By not expending all your ideas and resources today, you leave room for future innovation, ensuring that your brand remains dynamic and adaptable.
Case in point: Google’s 20% time policy
Google’s famous 20percent time policy, which encourages employees to spend a portion of their time on projects outside their regular responsibilities, has led to the creation of some of the company’s most successful products, including Gmail and Google Maps. This policy reflects a corporate culture that values ongoing innovation and understands the importance of saving some creative energy for future breakthroughs.
For marketers, the lesson is to foster a culture of continuous innovation. Encourage your team to always think about the next big idea and ensure that you have the resources and flexibility to bring those ideas to life when the time is right. By doing so, you create a brand that is always evolving, staying ahead of market trends, and meeting the ever-changing needs of your customers.
- Adaptability and Preparedness: the importance of flexibility in an uncertain future
The future is inherently uncertain, and the ability to adapt to changing circumstances is crucial for long-term success. By not exhausting all your resources today, you leave yourself room to maneuver and adapt to whatever tomorrow may bring—whether it’s new market trends, technological advancements, or unexpected challenges.
Case in point: businesses that thrived during the COVID-19 pandemic
The COVID-19 pandemic presented an unprecedented challenge for businesses worldwide. Those that had the foresight to maintain flexibility—whether through diversified revenue streams, adaptable business models, or a strong online presence—were better positioned to pivot and survive the crisis. For example, companies that quickly shifted to e-commerce or remote work solutions managed to not only survive but in some cases thrive during the pandemic.
For marketers, the key takeaway is to always plan for the unexpected. This means not putting all your eggs in one basket, but instead ensuring that your brand has the flexibility to adapt to changing circumstances. By leaving some resources in reserve and maintaining a forward-thinking mindset, you can ensure that your brand is prepared to face whatever the future holds.
Conclusion: embracing the tomorrow mindset in marketing
Vice President Bawumia’s insightful quote, “If I do everything today, what will I do tomorrow?” offers valuable lessons for marketers seeking to build not just a successful brand today, but a resilient, innovative, and enduring brand for tomorrow. By embracing a strategic pacing approach, creating anticipation, balancing short-term gains with long-term growth, fostering continuous innovation, and maintaining adaptability, marketers can ensure that their brands are not only relevant in the present but are also well-positioned to thrive in the future.
In the ever-changing landscape of marketing, where trends shift rapidly and consumer expectations evolve, it’s essential to think not just about today’s successes but also about tomorrow’s possibilities. By adopting a tomorrow mindset, you can build a brand that is not only successful today but also ready to meet the challenges and seize the opportunities that the future will bring. After all, the brands that endure are those that continually innovate, adapt, and plan for the future—always leaving something in reserve for tomorrow.
>>>the writer is an award-winner in marketing strategy | Growth Hacker | Marketing | Leadership | Creative Development| Entrepreneur | Sales Consultancy and Trainer in Digital Skills. He can be reached via T / WTH: +233 541 453 775
