We all like to think we are doing what we can to continually learn, change, and grow; in our personal lives as well as our work lives. In addition to the little - and big- things we learn "on the fly" all the time, we need time for structured learning. It is structured learning that is often sacrificed for activities that seem more urgent or important.

Continual learning is critical to your business. Making important business decisions is much easier and quicker when you have the right information. From a marketing standpoint, the right information will allow you to better understand and develop your brand so you can leverage it to grow your business. Learning the right things also helps you successfully create messaging, define target markets, and choose the right marketing channels.

What do you need to learn?

Every marketing decision involves answering a question- how much should my budget be, do I need to re-brand, should I try social media, am I targeting the right people, how do I differentiate myself from the competition? Learning begins with questions, and the right questions differ depending on your situation. You may want to know why people really buy your services, how much they are willing to pay, why they might choose a competitor over you, how much customer interaction they want, or where they are most likely to see your advertising.

Make a list of all the marketing decisions you need to make. Write down questions for each decision that would provide you with help if you knew the answers. Now you are ready for your knowledge-seeking mission. Where do you find this knowledge?

Where/How to learn it

Structured learning can occur in many different ways. Plan time into your schedule for one or more of the following: