Are You Afflicted by E.L.K. Syndrome??

I once entered a client’s office and saw a picture very similar to this one…with one MAJOR exception…the herd of Elk was walking – RIGHT OFF A CLIFF!

I looked at the picture for a while and could not think of a single reason to have such an image hanging in your office. So I asked the obvious question, “why is this here?” Her response, “that’s my daily reminder of the world – we have more followers than anything else – and this is true for consumers too…so what one does…they all do…and their behavior is rarely logical.”

Interesting.

Years have gone by since I saw that poster and had that 3-second conversation, but the memory is constantly with me, and it’s troublesome.

What captured or fascinated me most about the picture was the action and behavior it captured. While the image itself was disturbing, the behavior of the Elk was MORE disturbing. Apparently, Elk are watchers and followers and when they are in danger or afraid, they take very little action to avoid the danger (something virtually impossible for me – and I’m sure you) to understand.

Ultimately, what a mistake like this means for the Elk is the end of their existence. You see, as the leader (or the BIGGEST of the herd) goes over the edge – THEY ALL FOLLOW. Every single one. Not one stops and says, maybe I don’t want to go over the cliff and die. Every last member of the herd will take the fatal step.

This amazes me.

Now, every day, when I look at the world through my new Elk-filter, I’m amazed at what I see. Take for example, focus groups…

The companies I work with typically:

1) target the same consumers
2) gather information from them using the same processes and vendors
3) act on the same information in the same way

And then they are greatly surprised when they all come out with the same products at the same time.

Now, will working with focus groups eliminate your herd – or said another way – put your company out of business? NO.

Will doing the same things in the same ways lead to dramatically different results? NO.

For me, the ultimate lesson and question this leads to is…what are you willing to settle for – the same – or something different?

BONUS – in case you don’t believe me. This herd of Elk is standing and WATCHING while wolves are feasting on a member of their herd close by... Their defense: to HUDDLE CLOSER TOGETHER while continuing to stand and watch – knowing the wolves are coming for more. Amazing.