9.17.2010

Marketing principles - The law of settlement

The law of settlement
Been there, done that, and got the tattoo.

Once a decision has been made and acted upon, it shifts state from fluid to solid. Once a decision has been made and acted upon, it is difficult or impossible to change for a minimum period of time. Depending upon the agony that went into the decision making process and the nature of the investment in the deed, that minimum period might be measured in decades. If you buy a house or take a spouse, all other alternatives evaporate for a while. Sometimes it is for a long while.

As one who wishes to influence other people's decisions, there is a window of opportunity while the question is under consideration and still undecided. Once the deed is done, the window is sealed shut for the winter, and the matter is settled. If, as a marketer, you miss the window of opportunity, you are just out of luck.

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