“Inspired by the progress and adaption principles, we’ve taken a step back from our marketing goals to view the entire customer journey.

The progress principle claims that the journey is more important than the ending.

For instance, if you achieve a goal, you often get a hit of dopamine and feel good for an instant, short amount of time; In contrast, if you’re working towards a goal that you’re excited about achieving, then each step forward in the right direction can create lots of positive emotions.

When applying this to our client base, our idea is that we need to focus on the entire process rather than purely the end result they receive.

The adaption principle compliments this nicely,

“In every permanent situation where there is no expectation of change, the mind of every man, in a longer or shorter time, returns to its natural and usual state of tranquility. In prosperity, after a certain time, it falls back to that state; in adversity, after a certain time, it rises up to it.”

Smith, A. (1976/1959). The Theory of moral sentiments. Oxford, UK: Oxford University Press.

The idea supports steady sustainable growth (the 1%) as huge peaks or troughs are adapted to over time.  In regards to marketing, it reminds us that simply making one huge splash is not enough. To ensure we stay at the top of our industry, we have to plan out long term, consistent, strategy.”