Holiday Break 2016…
A Time to Reflect


While the marketplace never sleeps, it does seem to doze off a bit around the holidays. With the holiday spirit thick in the air (and even thicker on the sidewalks of Fifth Avenue here in New York) it seemed only fair to take a break from deep thoughts on marketing, insight and strategy. But it’s tough to turn off the marketing juices completely. So as the year draws to a close we took a moment to reflect on the past year, not from the perspective of the media, or historians, or social commentators, but through a marketing lens.


What we saw was a year where perception vs. reality and desire vs. behavior played out on the world stage. While that does sound kind of like a yearend wrap-up on BBC, CNN or FOX, it could be the yearend wrap-up in Ad Age as well. It also reflects a lot of the principles we all have to deal with as we pursue marketing excellence. Because perception, reality, beliefs and behaviors have a major impact on, and the ability to affect, success and failure in the marketplace.

If there was one word that summed up the overarching dynamic for 2016 it was “unpredictable”. It’s that unpredictability that makes our jobs both challenging and interesting. The loss of a key claim, the unanticipated clinical results, the “non-competitor” who suddenly is making inroads in our category. The ability to recognize early, react to strategically and even leverage, yes even leverage, those situations is often the difference between success and failure. In fact, in honor of 2016 our first newsletter next year will be about handling the curves the marketplace tosses your way.

And rather than providing you with thought provoking questions on today’s topic, we’re turning the tables and giving you an opportunity to shape next years’ discussions.You can suggest a topic for a newsletter next year by clicking here. If there’s a marketing challenge or issue or opportunity you would like to see addressed just let us know. It may be a topic that would be of interest to many of our newsletter readers.

So, from all of us at The Masterson/SWOT Team, here’s wishing you a happy and relaxing holiday season and a successful 2017 in your personal life and your business life.

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