I think the insular thinking problem affects a lot of companies.
While it's imperative that companies look outside and at other industries for ideas, some companies are insular. For instance there's a marketing software company in the Midwest we did quite a bit of business with over a year ago. The marketing leadership there (except the Chief Marketing Officer) tells me, in effect, "Don't Call Us, We'll Call You."
A VP there said this: "As I've said numerous times, we will let you know if we have any additional engagements. We are not planning any with you at this time."
The Need for Fresh Ideas
Innovative companies are doing remarkable things out there - like very popular Mad Marketing TV show I host sponsored by Act-On Software. (It's now becoming a major source of leads.) And our friends at Avitage are doing great things too - around content and partners.
What companies need more than ever are fresh ideas and perspective. Companies like Find New Customers and Avitage bring those fresh ideas and perspective. But the "Don't Call Us, We'll Call You." smacks of insular thinking. Like this image, they have their heads in the sand. For a related article, check out Why Marketing Outsourcing is Growing So Quickly.
New ideas are the proverbial life-blood of business. Forgo those at your peril.
The Marketing Take-Away? Always keep your ear to the ground and be on the lookout for fresh perspective. How much does a 30 minute phone conversation cost?
What do you think? Do companies need to look outside for fresh ideas and perspective? We love comments and those who share on social media.