Efficiency is doing things right; effectiveness is doing the right things."- Peter Drucker

Have you ever had one of those days where you feel like you poured your heart and soul into building something and got ZERO results out of it?

I mean you REALLY worked it - You got up early, told your partner you were unavailable for the day, closed the door to your office, left your phone in another room, kicked the dogs outside, eliminated all distractions and FOCUSED. Then you pushed the button and waited for the results to come in. And waited.....And waited......

I've been there. Those days suck. And if you find that happening more than just a few random times, maybe it's time to start looking at not HOW you are rolling but WHAT you are putting all your efforts into.

In today's digital marketing space, the horizon changes at a dizzying pace. The algorithms and community standards for social media and search engines are constantly in flux. The business models that worked like gang-busters may not be performing as well as they did two years ago. That product that converted effortlessly 6 months ago may be losing its market appeal.

In today's market place, products and business models and advertising methods can rapidly become obsolete. So when it comes time to pick a product, a business model or adopt a marketing approach, make sure you ask yourself these three questions:

1. Longevity: Will It Stand the Test of Time? Consider the longevity of your chosen path. Is it a fleeting trend, or does it have the potential to withstand the evolving landscape? Reflect on whether your efforts today will continue to yield results tomorrow and beyond.

2. Sustainability: Can It Weather the Changes? Assess the sustainability of your endeavors. Will your chosen product, business model, or marketing approach weather the storms of market shifts and technological advancements? Look for elements that contribute to sustained success, not just short-term gains.

3. Adaptability: Is It Agile in the Face of Change? Evaluate the adaptability of your chosen strategy. Given the rapid pace of change in the digital realm, it's crucial to choose approaches that can pivot and evolve. Is your product, business model, or marketing tactic flexible enough to adapt to emerging trends and shifting consumer behaviors?

In a world where the only constant is change, these three questions serve as your compass.

Efficiency is vital, but effectiveness is about aligning your efforts with endeavors that promise longevity, sustainability, and adaptability. As you embark on your journey, remember: success isn't just about doing things right; it's about doing the right things.