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The Number 1 Skill To Stronger, More Successful Marketing And Advertising

09/13/2008

What’s the Number One skill in a 24-hour, Global, internet connected, and paranoid-competitive marketplace?

…. Sleep!

Hard to do you say?

Do it anyway because you need to rest, nap, sleep, and take vacations more often. And for longer periods to excel in your business.

If you’re a competitive person then you’d like to know that research suggests most people don’t get enough sleep. Instead one study found 58% of the US population experience insomnia symptoms or sleep disorders. Sleep aids are a $23 Billion dollar market!

If you get enough sleep and rest, you have an advantage equal to competing against the malnourished.

I re-read my copy, of the previously out-of-print, Mindcontrol Marketing. It’s a killer book for anyone in business.

One of my favorite chapters is number 15 — Continuous Operation. The author, a former Army Intelligence Officer, quotes the Army Field Manual 22-11 (Military Leadership). That reads something like this:

“…tempo of modern warfare is increasing drastically… ability to sustain “continuous operations” is vital…”

Although many Army officers interpret that their men must operate with less sleep. Army research actually indicates that sleep is a “combat multiplier“.

But you’re probably thinking,

“This doesn’t apply to me. I don’t risk my life in business…”

Then look at the Olympics.

Olympic Records and World swimming Records are being shattered in almost every swimming race so far. There have been numerous races where number 1 and 2 both beat the previous World Record (sucks for number two)!

And look at Michael Phelps. At the 2008 Beijing Olympics he won 8 gold medals (out of 8 medal races) and set 7 new World Records! At a pool-side interview he said, “I just eat, sleep, and swim”.

Plus, most Olympians before, after, and between their events are taking hot showers, sitting in a jacuzzi, stretching, napping, listening to their iPods, and getting a massage.

All this pampering so they can make history in less than 5 minutes of output. In track and field they’ll make history in less than 30 seconds of output.

You’re probably saying to yourself…

“This doesn’t apply to me. I’m not a world class Olympian…”

Then look at this way. If rest, naps, sleep, and, yes, vacations (military “R and R”, and sports “off-season”) are vital to keep men and women alive during war and help super-humans break world records.

It is absolutely vital for mere business and marketing mortals like you and I both.

If you live in the Northern Hemisphere, enjoy the rest of your summer. If you don’t, go take a nap and recharge your batteries.

You will get more done, and of higher quality, when all your cylinders are firing properly.

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