The survival of Julie Abrahamsen, a Norwegian snowboarder, in the Canadian Rockies is just an incredible story. It’s not just about survival, it is the mindset of survival that really shines through. The 21-year Norwegian survived three nights on the mountain before being rescued.
Julie Abrahamsen arrived in BC and got her snowboarding pass on Jan 1st. And she used it every single day up to Jan 21st, the day that she went missing. Somehow she had veered off the main snowboarding areas and couldn’t find her way back. As it turns out, she was 8 km out of bounds. When she realized she was lost, she found a mountain-side cave-like structure which provided shelter during the first night. She tried to get her bearings and walked through waist-high snow. Feeling that progress was way too slow, she made her way down to a creek the next day and figured she would wade. But the water depth suddenly increased and she was carried away by the current. She managed to get hold of a tree and pull herself out. She slept soaked that night, and the next, and continued to walk in the deep snow. On the fourth day, after 3 nights, she was spotted by the Search and Rescue team and rescued; still 5 km away, which equates to a 2-day trek on foot through the mountainous terrain.
When she was asked what kept her going, she said: “I didn’t worry too much. I stayed positive. My mom is the most positive person that I know and she served as my inspiration to do what I had to do.” Truly a heroic story.
On the flip side, the skills and technology of the Search-and-Rescue team, which helped narrow the search region is just as important to her survival. Her cell phone had died mid-day on the 21st and the cell phone company provided the last ping to narrow down the region. The resort had a snow-pass tracking technology that identified the last lift that she took up the mountain. And then there is the human element. A pilot on a training exercise spotted foot prints where there should be none on Thursday. That is one full day before she was even reported missing by her roommate. That is incredibly astute. Putting it all together, they were able to find her and save her.
The story can serve as great inspiration in many regards. But I would like to relate it to your demand generation strategy. It is quite possible that your program will likely have to endure its own survival at some point. Julie Abrahamsen had been on that mountain for 21 days in a row. And then she got lost. And she didn’t even realize how lost she was.
Your demand generation strategy may be working fine. Day in and day out. And then one day, you notice that things are off. There may have been some underlying shift in market behavior. Or perhaps your approach has veered off course. Or perhaps a shock to the market. In any case, you are not getting where you need to.
The key is to recognize your situation and stay positive. You can get back to where that demand is being generated. But you are going to have to go through some struggles. Walk through the thick snow. Get swept down river. But you must have the mindset of perseverance, if you are going to survive.
And the reality is that you may not be able to do it alone. You may benefit by outside help that can act as your search and rescue. Someone who is not in the thick of it. Who can take a step back and see the footprints that took you in the wrong direction.
Both the survival and sustainability of your demand generation program are a key part of your business. And you must be prepared to get lost occasionally, and execute in a survival mindset. And that survival will only make you stronger.