Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Marketing Tips: Don’t Reinvent the Wheel

Cog Wheels on a Winch on Cape Town Waterside

The Wheel is One of Our “Perfect” Inventions. So Why Reinvent It?

In most situations the wheel has proved to be near perfect.  It not only works on vehicles but is also a key component of many pieces of mechanical machinery.  It makes movement smooth and efficient.  A few attempts have been made to improve on the wheel.  But these have been in situations where the wheel wasn’t at all suitable: I’m thinking of places like swamps and the interface between sea and beach, where hovercraft make more sense. 

But in most cases the wheel, or roller as used by the Egyptians to build the pyramids, cannot be significantly improved.


Think Like a Magician

Close up magician, Al Goshman, used to say that the difference between an amateur and a professional is that the amateur performs different tricks every time for the same audience but a professional performs the same tricks again and again for new audiences.


Al Goshamn knew that once something was right there was no point trying to improve it even more.


Learning from Wheels and Magicians

I meet people almost every day that tell me about projects they are working on. The most common thing I hear is that it is nearly finished or we are just perfecting it.  My heart sinks when I hear this.


Often they are trying to perfect a product or service that is an “improvement” on something already in production.  Or they have a serviceable product where  the utility of the improvement they are trying to make is so marginal not to be worth the effort. 


Often the secret of success is to recognise when you can launch and get ahead of the field .. even if what you have isn’t quite perfect.  For example, someone recently said they didn’t know how I wrote so many posts and articles each week.  Well the secret is that writing something that is good but not perfect is easy.  Perfection takes much longer  ..and often isn’t worth the wait.  So yes, sometimes there are typos I’ve missed, but by the time everything is proofread by an external proofreader another week will have passed and still nothing will have been published.  So in my own case I thoroughly proof read books but posts sometimes contain the odd typo. 

My philosophy is that I’d really be reinventing the wheel if I spent too much time on being perfect every time.    

I’ve purposely put at least one typo in the above post .. how many can you spot?  Let me know and the person that spots most will get a signed copy of my bestseller: Advertising Secrets. 

PS Spellings must comply with the Oxford English dectionary and my judgement is final. 


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