For Business & Marketing Success, Beware of “The Default Setting”

What is “The Default Setting”?

At this point in your career, you have certainly been encouraged to “think outside the box” at one time or another. This catchphrase for creative thinking is so universal, it is now considered a cliché. Still, I like the concept because it challenges us to look at business in a different way and compels us to stay relevant in today’s ever-changing marketplace. The enemy of innovation is our subconscious belief that we should not deviate too far outside of our comfort zone and this thought process is keeping us from achieving our marketing goals. “The Default Setting” is where our minds take us when we are thinking about doing something new, proactive, and potentially great. Fear, resistance, and imaginary negative consequences cloud our thoughts, erode our confidence, and prevent us from taking that leap towards success.

No risk, no reward

Taking a risk and putting ourselves out there is an absolute requirement if we are to move our businesses forward. Sometimes we have to “Just Do It” and break through whatever is holding us back, which is often rooted in a fear of rejection. The key to overcoming this fear is to put your selfish agenda to the side, offer something of real value, and advance the goals of your customer. To do this, you must first understand your industry and truly know what an organization’s specific needs are before you attempt to insert yourself into a customer’s world.

Be a subject matter expert

I’m a big believer in “disrupting the status quo” and “challenging the market“, but you must do the work in advance to really get to know your prospect and understand their business challenge, sometimes even more than they may recognize it themselves. Only after you have fine-tuned your craft, equipped yourself by working incredibly hard, and earned your reputation as an industry-leader will you be ready to move beyond “The Default Setting” and deliver your unique solution to the marketplace.


Mike Petrusky Profile PicMike Petrusky is an Account Executive for Kayrell Solutions.  He has been offering marketing products, services and solutions to clients for over twenty years. You can follow him @MikePetrusky on Twitter.