In the original “Star Trek” series, the unique relationship between Captain Kirk and Mr. Spock was a big reason the show was such a success. Spock was logical; Kirk was illogical but both were right depending on the situation.  Spock’s decisions were strictly based on facts but Kirk pushed the envelope and always thought outside the box.

Marketing guru, Seth Godin, recently posted a blog describing the difference between making rational and irrational decisions. “A rational decision is based on testing and data and an understanding of the mechanics underneath the system you’re working on. The more you know, the better you decide. An irrational decision is based on gut instincts, conviction and faith.”  His point is that it’s ok to be ‘irrational’.

In fact, making an ‘illogical’ or ‘irrational’ strategic marketing decision can be the best thing that ever happened to your business.  The rules for engaging customers are radically different. Playing it safe has proven to be a critical mistake for many old school businesses.

Developing a marketing plan that blends traditional and digital media can be the best decision you’ll ever make.  Unless you’re already there, it’s time to start thinking outside the box…but not too far.