​It’s not just the kids who are distance learning these days. If you’re like me, you spend more time every day with your iPad than you do with any human.

And while we’re all hanging out in our lounge wear, eating copious amounts of Cheetos, binging Season 4 of “The Crown,” and wishing for a return to “normal,” we can still feel gratitude for the technology that allows us to continue working and learning.
 
Because the fact is, we’ve all had to adapt.

And if that means you’re searching for ways to build your business online, learning the ins and outs of marketing is fundamental to the process.

Our neighbors recently had new siding put on their house. They chose to replace the existing muddy brown cedar with a taupe-colored vinyl, making it the 2000th house in our neighborhood to be blanketed in one of the following electric colors--cream, ecru, sand, tan, fawn, mushroom, camel, beige or buff. The capacity for mediocrity here is dazzling.

Now don’t get me wrong--I haven’t got it in for earth tones. It’s just that when there’s a whole spectrum of colors from which to choose, why do people deliberately pick one that so clearly defines them as having all the zing of oatmeal?

Because everyone else is doing it, that’s why.

So what does any of this have to do with marketing a small business? Plenty.