A Summertime Athlete is a person who hits the gym real hard two weeks before going to the beach. He realizes that the time of putting on a bathing suit is close, and pushes himself real hard to get in shape.
The outcome, of course, is hardly ever ideal.
Some marketers are Summertime Athletes. When the launch date of a new product approaches, they tend to step on the accelerator. They grab and hold onto everything and anything to their advantage, hoping that with the extra effort they put in for the 2 weeks, they could achieve the result that they want.
It seldom works.
The key to get in great shape is to eat right and exercise, 3 times a week, 52 weeks a year. Sticking with it for 3 years, not only will you be in the best shape of your life, you would also have developed a habit that’s difficult to break.
The concept is simple and obvious, and I’m sure that everybody understands it. But have you ever wondered why so few people does it?
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