If you have built castles in the air, your work need not be lost; that is where they should be. Now put the foundations under them. -Henry David Thoreau
Hurricane Irene has passed and brought a less-than-expected amount of damage. These types of events are always a glass-half-empty or half-full situation. Are we glad there was less damage than anticipated, or sad about the serious damage that was inflicted?
In either case, these events serve as a solemn reminder of our impermanence, of our work’s impermanence. Everything we create is a sandcastle, destined to be swept away by a wave, a storm or the other effects of time.
So why not take advantage of any opportunity to build sandcastles? As a marketer, that is what I helped to do. Only we took advantages of other people’s sandcastles –by creating a sandcastle contest at the New Jersey shore. It promoted the town, the shore, NJ, the sponsor, its associates and the participants. The contest continues to this day, as a social event, where dozens and dozens of participants were and are promoted in their local media as having participated and succeeded … in building their sandcastles.
We just helped put a solid marketing foundation under them, as Thoreau suggested.