It’s a wonderful phrase.
You hear it often in this here industry of ours: it’s a ‘quick win’, an ‘obvious’ way forward – you do a spot of audience analysis, find out where people are talking [about you] and then go and make them buy stuff, right? Simple.
Except, it’s not that easy.
There’s more to it than that.
First you need to make sure you’ve got the right equipment: is the line strong enough for the fish you’re aiming to hook? Have you got the right bait? Have you brought enough bait? Scratch that, do you even need bait? PerhapsÂ a spinnerÂ will work in its place? What hooks will you use?
Hell, have you even organised a boat?
Once you’ve got your kit sorted, then you need to hone your technique: how do you cast? How long should you wait? What do you do when you get a bite? Do you reel in immediately or take your time and let the fish come to you? Again, all things that you need to consider.
Like any good fishing trip, you need time and you need patience. You’re not going to catch Jaws overnight (you might, there is such a thing as beginner’s luck). But know how long you’re going out for and know what fish you’re trying to catch and, crucially, how many fish you need to catch to put a smile on your face.
Moreover, why are you here? Are you fishing for game, or for your supper? How dependent are you on this next catch? If I give you a fish now, would that be OK? Or would you rather work at it and catch it yourself, later?
Remember, in nearly all instances, chance favours the prepared mind and fishing where the fish are is all well and good as long as you know how.
3 thoughts on ““Fish where the fish are””
“you do a spot of audience analysis, find out where people are talking [about you] and then go and make them buy stuff, right?” – But what if I don’t want to do that, what if I want to get new people talking about my brand, what if I the people talking about me are not the people I need to get talking about me…
Quick wins are not always the right way forward
May 22nd, 2012 at 22:27
Precisely, my friend. Precisely.
Nice extrapolation of the analogy. I particularly like:
“But know how long youâ€™re going out for and know what fish youâ€™re trying to catch and, crucially, how many fish you need to catch to put a smile on your face.”
Knowing what success looks like before you start hones your focus.
I also have the fear that even when you know all that… you do all that… sometimes friends and people looking out for you do a favour without you knowing and make it easier for you to catch a fish. In the moment it can feel brilliant but sometimes, when you need to do it yourself it can be a brutal double edged sword.
Knowing what success looks like before you start… I like that. 🙂
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