However, even though there are times of the year and seasons that offer some certainty about consumer behavior, there are forces at work that are far beyond explanation. Timing is Everything is about the best we can do to approximate any sort of understanding of what is at work here. And even more important is what we do, how do we react, what position should we take when this mysterious force comes into play during our marketing and sales efforts?

The best way I can describe this phenomena is by past example when my clients responded to this force. All of my clients-when success hit-were in the same boat. They were small start up ventures that suddenly experienced tremendous success. Sounds attractive- right? Well it is wonderful to be faced with 30-50 times growth in your business within a 2-3 month period, but some scary things happen. First-instant success breeds an attitude of invincibility, or "We are on top of it now." This attitude lead to sloppy and undisciplined thinking, and mistakes started to creep in. Second- the "it is going to be like this forever" belief grows, and this leads to forgetfulness about competitors and future business planning. Third-these attitudes caused clients to lose perspective that it was their hard work and luck which has paid off, BUT instead they begin to feel ENTITLED to receive success and rewards. This is partly because everyone around them is selling them on this idea. People begin to believe and treat successful clients like they are the Revenue gods and the clients in turn start to believe it.....