Adam-LeprechaunBetter to be lucky than good.

If you had a choice which would you rather be?

Luck is defined by Merriam Webster as “the things that happen to a person because of chance : the accidental way things happen without being planned.”

Not sure about you, but I am not willing to make critical business decisions or plan my strategy based on the above definition of luck. Too much is at stake to depend on luck.

I believe we create our own luck. Luck often shows up at the intersection of hard work and opportunity. Have you noticed that some people seem to have all the good luck or opportunity? What we fail to see is all the hard work and preparation that happened behind the scenes to create the “lucky” opportunity.

Marketers create their luck through hard work, research, strategy, disciplined execution, and analytics.

Hard Work

There are no shortcuts to successfully building your companies’ brand and marketing your products and/or services. Focused effort and determination are essential. The best luck doesn’t happen by chance, it is earned through hard work.


Successful marketers know a lot about clients. They invest significant time and resources in understanding their target audience and the most effective ways to communicate with them. Wonder why their marketing campaigns seem to have more luck than others?


It’s amazing how much more luck marketers operating from plan seem to have than those who use the “throw it on the wall and see if it sticks” strategy. The right marketing strategy will create a cohesive message across multiple, targeted channels that resonates with your target audience. It will produce more results, faster than trying to market without a plan.

Disciplined Execution

You are ahead of most of your competitors if you have a marketing strategy; however, having the discipline to implement the execute your strategy is the key to success. A plan is meaningless unless there is action behind it. Those who “do” seem to have much more luck than those who “don’t.”


You can’t manage what you don’t measure! Analytics will help you identify trends and opportunities to serve your clients. Some call this luck; I call it being smart.

Luck is not a viable marketing strategy unless, of course, you believe in creating your own luck!

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