How the Bark Beetle Changed My Favorite Hike — Forever
Rick Gee, July 26th, 2009 And the marketing lesson you can learn from it.
When I moved to Santa Fe in 1992, I lived north of Santa Fe along the Little Tesuque Creek. One day I discovered a hiking trail that ran roughly parallel to the popular Winsor Trail.
No one seemed to know about this unmarked trail. In dozens of hikes over four years, I saw a grand total of two other people (and one of them was music legend James Taylor!). This pleased me. I felt like it was my private trail. I liked the solitude, the chance to be alone with my thoughts. To enjoy the natural beauty the mountains had to offer. And it was great exercise.
One day I went so far that the trail just seemed to end. Instead of turning around and heading back down the mountain, I decided to seek adventure. I scrambled down the hill to the south and stumbled upon an arroyo. I followed it. Along the way I discovered two dozen man-made rock dams. I always wondered: who built them, when, and why?
Eventually this arroyo dumped me out onto the Winsor Trail and I headed home.
The next time I took this route, I decided that instead of hiking this dam-laden arroyo, I would run it. I dubbed it the Race Course. I built a cairn to mark the starting line. I would time how long it took me to reach the Winsor Trail. I turned it into a fun game that got me in killer shape. I ran the Race Course 50 times or more over four years.
Then in 1996 I moved from Tesuque. I got into trail running and 5k races and my hiking frequency diminished. I left the Race Course behind.
Until today.
Because I recently suffered a minor knee injury, my medical massage therapist had recommended that I stop running for awhile. She suggested walking instead.
Walking.
Man, did I feel lame. I love to run. The runner’s high. The bang for the buck you get from running–probably the most efficient cardio exercise you can do.
And now she wanted me to WALK. Like octogenarians walk around the mall at 10 in the morning.
But I reluctantly decided to take her advice. And that’s when it dawned on me: I would make a triumphant return to the Race Course!
Of course, I would have to resist the urge to run the Race Course. I would have to be content to merely hike it.
Turns out the bark beetle made any temptation to run a moot point.
Let me explain.
Over the last five or six years, millions of pinon trees in the Santa Fe area have been killed by the bark beetle. These rice grain-sized insects prey on pinons weakened by drought and high tree density. Once these critters take hold, the poor pinon has no chance.
What I discovered today, much to my chagrin: My beloved Race Course had turned into an Obstacle Course! Dozens of fallen pinons clogged the Course, making it difficult to hike, let alone run.
I know what you’re thinking. What possible marketing lesson can you take from this story?
Think of the fallen, dead pinon trees as obstacles you face in your business. It could be the economy, increased competition, rising costs or any other challenge.
The fact is conditions in business are constantly changing. When times are good, you can run right through the Race Course. When times are tougher, all of a sudden there’s a dead pinon around every corner.
What this means for your business is you have to do more things, sell different products, sell your existing products differently, be more creative, more resourceful. And you might have to do all these things just to make it to the Winsor trail, let alone in record time.
But if you do, you’ll be way ahead of your competitors, who are still trying to run the Race Course the same way they did in 1996.
Now go out and make it a profitable day,
Rick Gee
The Prince of Profits
Categories: Marketing Tips
One Reader Comment
How true.
Not only do we need to “think” and “do” differently, we need to seek out those who are succeeding and model what they do.
Mike