Tomorrow is another country

Words: 217
Reading Time: 0 minute 43 seconds

All around me are preparations for the first England match in the World Cup. Whatever you may think of football – or of the England team - enormous enthusiasm is being exhibited nationwide. When we consider the record of the England team delivering against such expectations, I begin to wonder why such raving fans exist.

I believe the most likely explanation is that – once again – they have been sold, not the reality of past results, but the dream of future glory. This is not the past all-over-again; this is new territory, the dynamics are different; the possibility exists. It is hope-against-hope time and an excuse, among some, for a party.

And then there is the loyal cognoscenti who would enthuse whatever the circumstances – either for football in general, or for the England team in particular – although they are probably a minority.

What are the implications for business?

I would suggest the following lessons:
1) Don’t ignore your loyal fan base, they will keep you going through tough times;
2) Find out why your prospective supporters should care;
3) Sell the future for your customers, not the products' past;
4) Dreams overpower reality.

If business recognized and realized the way their potential supporters think, they would have many more enthusiastic aficionados and a very different tomorrow. Computer firm Apple is the classic example.