Soldiers’ shooting themselves in the foot to get out of wars serves as a painful testament to how terrible wars are.
Back to the expression itself. Since the wound is self-inflicted, metaphorically speaking, shooting oneself in the foot becomes synonymous with doing or saying something that causes you problems, especially unnecessary problems.
By that, I mean mistakes one makes or the stupid things they say can or could’ve been avoided.
But, being human, we are prone to doing that ailment, i.e. shooting ourselves in the foot from time to time.
And here, with no more ado, are media examples:
1. What if the major book publishers inadvertently shot themselves in the collective foot by raising ebook prices to protect their paper book business? And in the process, hurt their 2017 profitability compared to where things stood before the ebook price hikes?
Managing price elasticity over time and by product is one of the most difficult jobs of any marketer. It’s one thing if we are talking about what to price Tide detergent for this week at Walmart and Rite Aid and quite another when talking about the same product delivered in multiple formats, which is the case for books.
Before ebooks came on the scene, publishers were practicing a smart strategy based on the core discipline of customer segmentation. No matter what the product or service, customers break into three main buckets: avids (early adopters), mainstream, and laggards. This segmentation system is most relevant in technology adoption, as wonderfully detailed in Geoffrey Moore’s important work done in the 1990s. His books Crossing the Chasm and Inside the Tornado are two of the most important marketing books we have to help guide our segmentation strategies.
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