Used as an adjective, the word edgy can have real punch when it comes to many things.
Using a sharp-edge, sharply defined marketing strategy to make a striking point can produce solid results. Going to that edginess is what is required sometimes to make your point because as the market goes down the volume of advertisers goes up.
Is there anything you can’t edge back up? Anything that you can’t make sharp, more daring, cheaper, or more effective? Any product that you can’t make stand out on its own merits?
The problem, of course, is that other advertisers may be trying to do the same thing. But if you are first to market with anything you usually end up the victor if you don’t give up.
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Tom Marin is an organizational consultant at MarketCues, a specialized firm he founded serving CEOs of companies focused on growth. He is the author of the book, RETHINK: An Inside Look At Smart Organizational Strategy, the architect of the SmartPlan360™ SaaS program that helps companies rethink foundational assumptions about alignment, integration, awareness and relevance. His consulting and coaching work spans four decades of serving senior leaders of private, public and nonprofit institutions. He produced the Rethink For A Change Workshop Series that has engaged leadership teams throughout the US. He holds Certificates in the DiSC Application Suite, Five Dysfunctions of a Team, ACT the Agile Model, and he is an accredited member of the national and international chapters of the Business Marketing Association. Tom received his Bachelor's in Social Science and Education from Northern Illinois University.