Concentrate on the probables

Some may suggest that we live in uncertain times, while others wring their hands and, Fraser-like, claim that we’re doomed. Most people’s opinion lies somewhere between the two. At the time of writing, we’re seventy-eight days until Brexit here in dear old Blighty, and there’s no denying that whatever is decided by those who we elected to do just this has profound long-term implications for the future of this sceptered isle.

As we’re in marketing, we are in a good position frequently to tap the barometer of business opinion, and clearly there many organisations that have battened down the hatches until this storm has, if not passed, then at least abated. However, there are some who have taken a far more positive approach: rather than sit on their hands and wait, they are choosing to communicate with those from their client bases who will be little affected whichever way this self-inflicted mess goes. Nobody in their right mind will go chasing business from, say, an export company specialising in pan-European trade, but they would be wise to approach those organisations that have an entirely British customer base.

There is, however, a slight issue. There are still those organisations that have an unflinching belief that their customers’ crystal balls are always fully charged so they have no need to remind or even tell them of their offerings; they already know, don’t they? The remaining pragmatists will continue to keep their prospects well informed via sensible marketing. You know the rest…