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Search for the sweet spot between optimism and realism
Marketers aiming to be entrepreneurial mustn’t be too ambitious or too negative, but instead be a ‘spotist’, who sees both the opportunities and challenges without being overwhelmed by either.
It is always easy to be wise after the event and easier still to be cynical. So it proves with the recent demise of the challenger energy company Bulb. Commentators have moved on from observing that management may have been naïve in underestimating risks inherent in the wholesale pricing system to pillorying the startup’s overzealous drive, intense internal culture and non-corporate corporate language.
