How predictable are you?
Predictable can be life saving: The braking system on your car is a great example. You need to know that each time you put your foot on the brake, you’re going to slow down and / or stop.
Predictable can be reassuring: It’s reassuring to know that the quality of products or services you receive from a vendor, will be predictably excellent.
Predictable can be dull: If we are in search of fresh ideas and insights, we avoid those who we can predict will have nothing original to say. We tune them out, just like those TV shows that go on for one too many seasons.
There are areas in your business, where predictability is not only important, it’s essential.
There are other areas, where predictability will weaken your position, bore your marketplace and make you less and less relevant. Typically, this is predictability caused through lack of creativity, such as when businesses offer the same predictable range of services, make the same predictable promises and use the same predictable marketing messages, as their competitors.
It pays to know when you need to be predictable and when not to. Get it wrong and there’s a hefty price to pay.