Marketed as unsinkable, the RMS Titanic set sail for New York from Southampton, England on April 10, 1912. To differentiate itself from the competition, Titanic’s owner, White Star Lines chose increased size and opulence over basic safety measures—a decision with tragic consequences. Four days later, the famed Titanic succumbed to the icy depths of the North Atlantic, taking 1500 souls with it.
Every Strategic Marketing Decision (the first tenet in Mortar’s approach) holds massive potential, and risk, and leads to a different A-ha Moment (tenet #2). The mistake is not exploring these steps BEFORE you go to market. Had White Star thought differently about the decisions it made on the drafting table, it might never have become synonymous with arrogance and poor planning.