---
title: "Market Competition: It Doesn't Believe in 'If', Only Results; Without Results, Everything Equals Zero!"
description: "A reminder: Click the blue text above to follow 'Professional Consulting for FMCG Distributors' for more marketing and distributor internal management insights. Years ago, I read a marketing summary by a regional manager of a Shenzhen beer brand, which struck a chord: 'If we had a bigger market investment, if we had more promotional staff, if the weather were hotter, if the organization were better arranged, we could have...' Indeed, marketing always encounters difficulties. Unfortunately, the market doesn't believe in 'if'; it only cares about results. In fierce market competition, the sole criterion for measuring results is whether targets are met, promotional costs are lower, product mix is better, and market share is higher. 'Only subjective reasons, no objective excuses' is a familiar phrase to every marketer. But how to implement this concept in all aspects of marketing, turn it into actual execution, and integrate it into every detail is a question every marketer should ponder."
author: "丁永征"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2014-09-19"
language: "en"
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# Market Competition: It Doesn't Believe in 'If', Only Results; Without Results, Everything Equals Zero!

> A reminder: Click the blue text above to follow 'Professional Consulting for FMCG Distributors' for more marketing and distributor internal management insights. Years ago, I read a marketing summary by a regional manager of a Shenzhen beer brand, which struck a chord: 'If we had a bigger market investment, if we had more promotional staff, if the weather were hotter, if the organization were better arranged, we could have...' Indeed, marketing always encounters difficulties. Unfortunately, the market doesn't believe in 'if'; it only cares about results. In fierce market competition, the sole criterion for measuring results is whether targets are met, promotional costs are lower, product mix is better, and market share is higher. 'Only subjective reasons, no objective excuses' is a familiar phrase to every marketer. But how to implement this concept in all aspects of marketing, turn it into actual execution, and integrate it into every detail is a question every marketer should ponder.

A reminder: Click the blue text above to follow 'Professional Consulting for FMCG Distributors' for more marketing and distributor internal management insights.

Years ago, I read a marketing summary by a regional manager of a Shenzhen beer brand, which struck a chord: "If we had a bigger market investment, if we had more promotional staff, if the weather were hotter, if the organization were better arranged, we could have..."

Indeed, marketing always encounters difficulties. Unfortunately, the market doesn't believe in "if"; it only cares about results. In fierce market competition, the sole criterion for measuring results is: Have targets been met? Are promotional costs lower? Is the product mix better? Is market share higher? "Only subjective reasons, no objective excuses" is a phrase every marketer knows well. But how to implement this concept in all aspects of marketing, turn it into actual execution, and integrate it into every detail is a question every marketer should ponder.

Issues like inadequate execution and overemphasis on objective difficulties—focusing on execution and details is the best measure for marketing innovation. Here is a summary of "Ten Equals Zero."

**1. Having work but no effort equals zero.**
Every marketer must learn to cherish and be grateful. During the financial crisis, marketers should cherish current opportunities. A journey of a thousand miles begins with a single step. Those who know how to seize opportunities will laugh last. If you have a job but don't cherish it, even a golden rice bowl will turn into a mud one.

**2. Having ability but no performance equals zero.**
Everyone has strengths. Knowing your strengths and using them to gain recognition from others is the way to greater development. So, if you think you are a swift horse, first run a thousand miles a day. While showing your ability, the talent scout will appear. Remember: potential advantages only become advantages when they are utilized; otherwise, they become burdens.

**3. Having a plan but no action equals zero.**
A plan is only a prerequisite for execution, but action is the essence of execution. If a plan cannot be practiced and summarized through action, any perfect plan is just a fairy tale that can never come true. Therefore, the key to marketing innovation is not to devise a perfect plan but to act immediately.

**4. Having opportunities but not seizing them equals zero.**
Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime. Work is not just a salary; the various opportunities in the market are also chances to cultivate and exercise your abilities. Seizing opportunities only requires thinking a bit more and doing a bit more than others.

**5. Having assignments but no supervision equals zero.**
Work should be assigned, implemented, and supervised. Supervision cannot be replaced. Only through supervision and summary can you discover problems, handle them, summarize experience, and learn lessons. Only then can you carry out work better in the end. In this regard, the PDCA cycle is a problem every marketer must face and consider.

**6. Having progress but no continuity equals zero.**
Everyone actively seeks progress, and the team can progress only then. Continuous progress will be the team's constant growth. "No merit is a fault, and small merit is also a fault." If progress is not sustained, or if you stay still after a little progress, the final fate will be elimination.

**7. Having discoveries but no handling equals zero.**
Facing the rapidly changing market, any plan may have small oversights during implementation that lead to the failure of the entire action. So, besides perfect plans and timely implementation with attention to details, you also need to handle and remedy every small problem discovered in the process, to prevent "a thousand-mile embankment collapsing due to an ant hole."

**8. Having operations but no flexibility equals zero.**
Marketing emphasizes innovation: what others don't have, I have; what others have, I have better. Avoid mechanically copying and relying on experience. Only with flexible operations in the face of a volatile market can you win without differentiation.

**9. Having value but not utilizing it equals zero.**
Marketers must be good managers who can calculate: the rationality of product structure is value, and even company value is value. Only by reasonably utilizing value, fully leveraging the value of every person and every item, even digging value out of nothing, can you be a qualified marketer.

**10. Having sales volume but no profit equals zero.**
If sales volume is the benchmark for measuring sales personnel performance, then profit is the scale on that benchmark. Merely completing sales tasks is not enough. Only sales based on profit can be considered true sales. Only marketers who can both complete profit and ensure sales volume can be considered excellent.

The key to marketing management is to execute every detail well.

**Execution is the foundation; details are the key!**

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