L&S Unscripted

Two weeks ago my infinitely more intelligent and better looking wife made the suggestion to me that we acquire a handful of Citi stock.  Having been over $50/share in late ’07, Citi’s stock was trading at less than $1.00.  “The Government is too deep into Citi to let it fail, we the taxpayers own not just preferred but common stock, it is a sure thing, it has to go up.”  Seemed like a rationale argument, but as any good conservative Dutch boy, I had to think through it.  What if it goes down and I lose my money?  Was it worth the risk?  Well…now a short two weeks later, Citi stock is back on the rise trading at nearly $3.50/share at the time of this post.  Through the string of “I told you so’s” and “we could have tripled our money”, I find myself reflecting on the action of inaction.  

As marketers, this recessionary time is one of great opportunity.  The silence in media spaces today offers more opportunity for those that choose to strike, getting in while the cost of entry is low, and reaping the benefits on the backside.  Let’s not get caught sitting on the sideline weighing the pro’s and con’s.  Sometimes we just need to jump in, choose to act, and be rewarded for striking while others do nothing more than think about striking.