Know what you're about

In a classic piece of 'you'd-be-forgiven-for-thinking-this-is-bad-timing', I got back into running last year, just as the snow was starting!

Ignoring the cold weather, I'm getting into running in a more serious way than I have before. This is partly by following a really strict training schedule, prescribing exactly how I run, for how long and on which days. But it is also by monitoring heart rate and distance.

Push yourself too hard and you burn out - the reason so many New Years resolutions fizzle out.

Push yourself just enough and your body does amazing things! Like getting in better shape gradually.

And so, in my thirst for heart rate and distance data, I entered the market for a heart rate monitor.

I was really impressed by Polar's reputation and marketing. Including this video that does nothing more than explain the product and position Polar as the expert in the field.



Polar's strapline - listen to your body - shows how single-minded they are in aiming at this niche market. And it is clear that they know what they're about.

It made me reflect: how single-minded am I on what I'm about - and how single-minded is my organisation in what we're about in the minds of our audience? What about you?

Anyway, as it happens, and for all Polar's effort, I went for a Garmin! Which at the very least tells you that your consumer (or supporter for that matter) is hard to win over.