Main Entry: tunnel vision
1: constriction of the visual field resulting in loss of peripheral vision
2: extreme narrowness of viewpoint: NARROWMINDEDNESS; also: single-minded concentration on one objective
—Merriam-Webster Online Dictionary
serendipity [ser- uh n- dip -i-tee]
1. an aptitude for making desirable discoveries by accident.
2. good fortune; luck: the serendipity of getting the first job she applied for.
[Origin: 1754; Serendip +-ity; Horace Walpole so named a faculty possessed by the heroes of a fairy tale called The Three Princes of Serendip]
—Dictionary.com Unabridged (v 1.0.1)
It’s happening less and less—irate readers telling me to stay the hell away from any subject other than direct marketing, and how dare the Target Marketing Group allow me to waste their time with non-marketing information.
The secret of direct marketing success is to know about a lot of things and then get inside the head of customers and prospects; to think how they think; to feel what they feel; and to literally become that person.
As a direct marketer, you might make a personal offer to a physician one week, a jet pilot the next and a racecar driver a month from now. If you can’t talk their language and make your offer relevant, you’ll be wasting their time and yours, not to mention, you’ll be losing money in the process.
So when I read that surgeons from London’s Great Ormond Street Hospital traveled on business to Ferrari headquarters in Maranello, Italy, and that a slew of major hospitals have hired consultants from the aviation field, I was fascinated.
What might hospitals, Formula One race cars and jet planes have in common?
It turns out a lot.
The Handover Crisis
When an operation is finished, the patient is often in a weakened condition and wired with intravenous contraptions and monitoring devices—“the spaghetti effect” is how Dr. Angus McEwan describes it.