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