Hunting a Specific Fish in a Stormy Ocean

Hunting a Specific Fish in a Stormy Ocean

Two years ago I wrote a presentation on "Getting the fish (ball) in the net". In this presentation I compared the strategies and tactics employed in scoring goals and their similarities to catching fish in the ocean. The fish could also be your customer and how to win customers in turbid oceans. It is not only a blue or red ocean; it is also the quietness or not of the ocean and the clarity of its waters.

A recent post by Paul Wingate on LinkedIn titled "Marketing Lessons Learned from Fishing". In this post Paul concludes five steps to correlate marketing with fishing. These are:

STEP 1: Let's Catch Some Fish- This crucial decision frames where you are going to find these fish and what they like to eat which are the first steps in the process.

STEP 2: You can’t catch fish without knowing what they eat- Before heading out to sea; you need to know what your fish eats and insights to their habitat.

STEP 3: Only Dead Fish Swim with the Stream- If the field you are playing in is crowded with competitors, then is critical to understand how you stack up.

STEP 4: You're Gonna Need a Bigger Boat: The goal is to create the most prolific fish-catching boat on the sea.

STEP 5: Bait the Hook well; This Fish Will Bite- Content is the bait of today and the marketing fuel in a digital world. It builds credibility and provides searchable answers to your target market’s pain.

Step 6: Let the Fishing Commence- This is self-explanatory

These are practical steps. In my presentation I offer few other ideas on linking marketing strategies with fishing. A winning marketing team can net more fishes in the net as a football team that nets more goals in the opponents' goal. No matter what such as possessing the ball or making many tricks or the maximum number of successful passes or hitting the woodworks it is the team that scores emerges as the winner. It is the same in fishing for customers as you need to capture more of the golden fish than your competitors.

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One issue that I discussed in my presentation is being aware of the mood of your fish (customers). The fish has to be in the right mood to enter the net. Always consider the mood of fish and the environment they are in. This will help you find the best speed. Mood is defined by weather and the time of year. High and low barometric pressure is a part of the weather question. They both have a significant impact on the mood of all fish. The speed to approach your customers is linked to their need. You must know what the weather has been preceding your fishing trip. This information will set the stage giving you the information you can use to your advantage. A clear blue high sky after a low pressure front is every angler's nightmare. Fish get spooky, neutral or negative in these conditions. Approaching customers when they are in their blues is a recipe for failure. You may also catch your competitors when they are in the wrong mood because you may lure them with your tactics.

Fish have low tolerance to temperature. You need to know the temperature of your competitors to take advantage of. By putting your competitors on the wrong "waters" you may win. If they are hot on you be cold to their tactics and vice versa. However; with your customers the opposite is true.

It is not only a blue ocean strategy or red ocean strategy; much more it is what is the status of the ocean and how comfortable in its waters are your customers and competitors. Without these understandings our strategies and tactics shall be likened to trying to catch a specific fish in a stormy ocean.


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Javier 🐝 CR

Javier 🐝 CR

4 years ago #13

Last "user" removed by me. In the next platform, you will be able to remove any comment on your posts! Thanks !!

Ali 🐝 Anani, Brand Ambassador @beBee

#18
I am equally proud of you

Ali 🐝 Anani, Brand Ambassador @beBee

Thank you dearly Tausif Mundrawala. Yes, you are correct. I try to explain without giving too many examples to keep the buzz short. Your reference to the aquatic tanks is timely and I endorse it fully. You are a great commentator my friend.

Ali 🐝 Anani, Brand Ambassador @beBee

#12
My dear friend and mentor- this is a unique quality comment and it resonates with me very warmly. You wrote "However, when people believe they have, or have found, the "perfect" strategy or process, that is when they have already lost the end result they desire". This is a powerful line. Experiences have shown that many companies failed because they left a small variable unattended. These small variables could act like a small fire that spreads to burn a forest. Issues grow with time and sometimes grow exponentially and beyond control once they reach a critical mass. We have seen it in one additional sand grain bringing down a sand pile.

Ali 🐝 Anani, Brand Ambassador @beBee

#13
Dear - you said it all very eloquently "Business is changing fast, the Internet changing by the second not the minute or day. You cannot simply rely on what you know to keep you competitive over the years...". I need add nothing except my full approval with your wisdom.

Ali 🐝 Anani, Brand Ambassador @beBee

#8
Blindness to opportunity is a key element is wasting huge opportunities. That is one ill effect of too much focus. I agree with you entirely Harvey Lloyd and the need to pay attention to by-catch. You remind me of a real story. A journalist saw a senior official assassination and didn't bother to take a photo of it. He arrived late to work. When the editor-in-chief asked him why he cam e late he responded that he was witnessing the assassination and its subsequent events. Where are the photos? The editor-in-chief asked the journalist. I didn't take any? Why? because I am specialised in fashion news. So, I am appreciative of your solid comment.

Harvey Lloyd

Harvey Lloyd

4 years ago #7

#8
Meant "Addiction" autocorrect looked right.

Harvey Lloyd

Harvey Lloyd

4 years ago #6

OK fishing used to be a an addition of mine and you have nailed the process quite well. I would add that in fishing regardless of the metaphors journey we have two things that concern us, by catch and a sense of urgency to get to fishing quickly. Looking at the steps you have presented i can see how folks generally would turn things upside down. Lets fish and experience things of action first. But with just a little time in keeping the steps in your order we can enrich the experience of fishing. By-Catch is the issue i have when metaphorically fishing for customers. By-catch is those customers that didn't/don't fit the plan. I have watched friends in business who fought hard to stick with the plan and not recognise that the market was showing them, through by-catch, that a new need is rising. Opportunity was knocking. When fishing for one species we may encounter an entirely different one that is not only just as fun to catch but also offers us meat for the table.

Sara Jacobovici

Sara Jacobovici

4 years ago #5

#6
Thank you Ali Anani for being able to see the big picture. You are a true "scholar and a gentleman".

Ali 🐝 Anani, Brand Ambassador @beBee

#4
I appreciate your comment dear Sara Jacobovici for one main reason- it is honest. We have exchanged many ideas and we were mostly in total agreement. That we differ is a healthy sign that we express our thoughts regardless of personal connection. I understand your point and being sensitive to the fish metaphor. I needed to express the limitation of the Blue Ocean Strategy in not taking into account the conditions of the ocean being turbid, stormy, semi-transparent, filled with same type of fish or varieties of them and the presence of fish predators. This led me to conclude the need to understand the ocean in which we do marketing. People are not fishes, but the fish teach us lessons and I tried to highlight some of those lessons. Again, I do appreciate being so honest, transparent and disagreeing with me while keeps the waters of the ocean calm, clear and transparent.

Ali 🐝 Anani, Brand Ambassador @beBee

#3
Dear Deb\ud83d\udc1d Lange- One main reason for publishing this buzz is exactly what you mentioned in your comment. Yes, marketing people need to increase their capacities of sensing. A second objective is to add to the blue ocean strategy because it didn't refer to the status of the ocean. You read my mind. Since you are commenting I have a very special request for you for your opinion counts heavily and you were on my mind when writing the buzz. I wish to read your comment on my buzz "Because I loved you so much I stopped loving you" https://www.bebee.com/producer/@ali-anani/because-i-loved-you-so-much-i-stopped-loving-you You shall find out by your sensing why I am making this request to you in particular.

Sara Jacobovici

Sara Jacobovici

4 years ago #2

Ali AnaniI think this is a first! I am about to write a comment that expresses a disagreement with your buzz. You have not only been a teacher and mentor for me Dr. Ali, but you have supported me in expressing my opinion, which I will do in a respectful manner. Maybe I am overly "sensory" sensitive, but I realized I was reading your buzz from a customer perspective and all I could feel is this sharp hook in my mouth instead of the food that I was being promised. Using fish as a metaphor for our customers doesn't feel comfortable for me (yes, I know being a vegetarian influences my response). I think it is a matter of the relationship of being set up to be hooked that makes it difficult for me to be comfortable with the metaphor of fishing. I value how you integrate other processes to open our eyes to what we can do to be aware of the subtleties of the people we're engaged with, the environment, the psychological and so on. I appreciate the thinking behind your metaphor. My only point of disagreement is the choice of metaphor being used. Thank you for allowing me to express my thoughts openly with you and your readers.

Ali 🐝 Anani, Brand Ambassador @beBee

Thank you for your good words and sharing the buzz dear debasish majumder

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