| The beliefs of potential customers can be | | | | road less traveled, you can have the family |
| deceiving. Here's an example of what I mean: | | | | experience of a lifetime. |
| Many people mistake what their interests | | | | |
| truly are by framing the issue in the wrong | | | | The only thing you will miss is the |
| way. | | | | magnificent aerial view of the Grand Canyon. |
| | | | But you can make up for that oversight on |
| Given the choice between flying and driving | | | | your next cross-country flight to or from Los |
| from Las Vegas, Nevada, to El Paso, Texas, | | | | Angeles by flying during the daytime . . . or |
| few people would choose to drive except to | | | | you can take one of the many tourist flights |
| save money. After all, a discounted one-way | | | | for this purpose from Las Vegas before you |
| air ticket is usually available for just a | | | | start your drive. |
| little over $100. The distance is more than | | | | |
| 700 miles and would require over 10 hours of | | | | Whenever we believe that we know exactly what |
| driving, which excludes time for rest and | | | | we want, chances are that we are selecting a |
| refueling stops. For an individual, flying | | | | route through life that misses all the best |
| seems to have a clear advantage. At some | | | | choices. Both as suppliers and users of |
| point, enough people in a family are involved | | | | offerings, we owe it to ourselves and one |
| that driving starts to have the cost edge. | | | | another to overcome our facile beliefs and |
| | | | become aware of more choices and act on any |
| If you change your perspective, the question | | | | better choices. We need to believe that |
| looks a lot different. Between Las Vegas and | | | | there's a better way than the best way we |
| El Paso you can see some of the most | | | | know today. Otherwise, disbelief owns our |
| beautiful natural wonders and delightful | | | | destiny and will guide us down less rewarding |
| anthropological sites in the world. | | | | roads. |
| | | | |
| You can go to the Grand Canyon and the large | | | | Here are questions to help you identify the |
| meteorite crater in Arizona to start. From | | | | major sources of disbelief about your |
| there, you can take a side trip north to see | | | | organization and its offerings so you can |
| the gorgeous vistas of Monument Valley and | | | | amend your marketing in appropriate ways: |
| the stunning ruins of Mesa Verde. | | | | |
| | | | What does each current and potential customer |
| Swing east from there, and you can go through | | | | and beneficiary believe are the major |
| Canyon de Chelly to see a sort of | | | | benefits and drawbacks of your offerings? |
| Southwestern Eden before heading south | | | | |
| towards the subterranean splendors of | | | | Where those beliefs are incorrect, what are |
| Carlsbad Caverns. On your way to Carlsbad | | | | the reasons for the incorrect beliefs? |
| stop for a UFO milk shake in Roswell, New | | | | |
| Mexico, and read the road signs that make | | | | How have your actions and communications fed |
| jokes about the Roswell incident. From | | | | those incorrect beliefs? |
| Carlsbad Caverns, it's just a short drive to | | | | |
| El Paso. | | | | How can you make current and potential |
| | | | beneficiaries and customers aware of the true |
| Naturally, such an amazing trip requires some | | | | benefits and drawbacks? |
| advance planning, takes more time, and costs | | | | |
| more money than flying or driving through as | | | | How can you make your actions and |
| fast as possible. But for those additional | | | | communications more credible? |
| investments in time and money in taking the | | | | |