Yesterday while reading the ever serious Harvard Business Review, I really quacked up.

A piece expertly written by the CEO of Aflac, Daniel P. Amos entitled “How He Fell for the Duck“  was the culprit. It was about how he fell for the duck,  how the duck grew the business and how the duck went global. It reminded me how important it is to approach marketing with an open mind.

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Not that a duck, or for that matter a gecko is right for every client’s marketing campaign, but being safe usually is not a big winner either. In marketing moving forward with calculated risk is a good thing.

Calculated? Think of a game of bridge. It is defined as a game of skill and chance. Decisions are made based on the players’ knowledge of what has already transpired and their tactical abilities. The style and demeanor of each team factors into the play, and of course the luck of the draw. In marketing we are faced with much of the same challenges.

1. Know the market – What has already transpired and what is the projected environment?

2. Recognize the advantages – What makes your company/product/service special?

3. Study the consumer – What are their motivations and why are they relevant?

4. Set objectives – What are the desired results of the campaign?

All these questions help assess risk. But how much risk should you take? Mr. Amos said, “Don’t risk a lot for a little; don’t risk more than you can afford to lose; and consider the odds.” The duck debuted on New Year’s Day 2000. If you are risk adverse, play it safe. Puppies and cute babies are always a sure bet.