I imagine any exam set by Albert Einstein would’ve been pretty hard.
But legend has it the physics genius once made the mistake of giving his students exactly the same exam as he had given them the year before.
When one puzzled student pointed out the error, the story goes Einstein took the exam paper, examined it closely and said:
“Yes, these are indeed the same questions.”
Before pausing to add:
“But this year the answers are different.”
True or not, I think the anecdote teaches us a good way to think about marketing strategy.
The questions stay the same.
Only the answers change.
Where are we now?
Where do we want to be?
How will we get there?