In this episode, I’m focus on the cost of incoherence, the long-game and the Relationship Journey…and I like to think I’m an expert on all three …now.

My “incoherent” years were comprised of taking the LONG way around, getting more focused on my long game than my short game and learning OVER & over again that it’s all about the relationship, and the journey.


On a recent trip I ended up spending 16 hours making what should have been a four-hour flight

It started to remind me of one of my favourite stories from the Jewish spiritual tradition; the expedition of the Israelites out of Egypt into the Promised Land. For all kinds of spiritual and symbolic reasons it took them 40 years to make an 11-day journey.

…all because someone under or over-valued 15 minutes.

It is easy to see today, where corporations or even small businesses make seeming ‘harmless’ decisions that ultimately end up costing their customers more in time, energy and/or money and it becomes the single fastest way to fail.

Not being able to see things from the customers perspective, not seeing how things are shifting and evolving and feeling like you are the quarterback and three seconds away from being sacked…maybe if customers get frustrated enough, but it all ends up being things that frame the fastest way to fail, blind-sided by things that are shifting ‘out there’, or getting too focused on acquiring new customers and not seeing what’s happening with the ones we already have, which have a very REAL impact on your business ‘in here’…


Coherent U | 5-4-3-2-1 Recalibrate! | Tricia Murray


The Fastest Way to Fail in Marketing is when it starts to FEEL heavy, cumbersome and like pushing a rock uphill. It doesn’t have to be that way – especially if you are a micro-business (<10 employees). My ‘brand’ of Marketing is ‘lighter’…explore more here.