Chasing rainbows is more fun than farming.
Farming takes a lot of planning, discipline, and you have to wait a few months before the crops are ready for harvest. It’s not glamorous or eventful. It’s easy to get bored. And you have to keep at it — day after day, month after month, year after year — if you want to see your profits soar.
But with rainbows, there’s always the chance for a pot of gold at the end of the line. You don’t need to plan (or even think), because you can just follow the mirage in front of you. So you just run and run and run. It’s exciting. It’s thrilling. And if you can just run a little faster, then it will only take a few hours of work to get rich quick!
If only that were true…
Rainbows are fallacies. They sound nice, the beginning looks bright, but there’s no payoff at the end of the road.
And most often, the risk is not worth it. You squander time and money that should have been spent on planning and coordinating the next harvest.
Everyday, a new rainbow pops up in digital marketing. A bright, shiny new object that sounds fun to chase. There’s buzz and chatter around it. It’s all the rage.
But in most cases, you should ignore it, keep your head down, and stick to your guns. Here’s why.