The definition of insanity is doing the same thing over and over again and expecting a different result.

I hear a lot of marketing executives complain about their channel partners' inability to execute effective local advertising. They tell me, "My franchisees just don't get it. They do the same thing over and over again and yet they get frustrated with stagnent sales. It's like beating a dead horse."

That same marketing executive decides to not implement new tools to enable effective local advertising for whatever reason. Interesting and quite ironic. Perhaps in fact, THEY need to do things a bit differently in order to give a snowball in hell a fighting chance. Perhaps the marketing exec is the dead horse. Think about it.