What My Cousins Taught Me About Marketing

This post is part of "The Entrepreneur's Safari" – a series of candid reflections exploring the entrepreneurial journey building a safari business with a Kenyan business partner alongside lessons learned from leadership and business development. 

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The Animal-Only Marketing Mistake: What My Cousins Taught Me About Safari Marketing

It was a crisp October evening in Virginia. Over carefully crafted Old Fashioneds at a local distillery, I asked my cousins for unfiltered feedback on my Complete Safaris marketing efforts.

Their response was simple but profound: "Lutricia, all you're posting is animals. If I were to go on safari, I already know I'd see animals. I want to know about the accommodations, the food, the culture..."

I stared back, genuinely puzzled. "What do you mean? What else is there? Why would someone go on safari, except for animals?"

This wasn't a rhetorical question—I truly couldn't comprehend their perspective. Animals had been my singular focus when planning my own safari. Everything else felt secondary.

Testing the Theory

Somewhat skeptically, I tested their theory. The next day, I posted a series of accommodation photos—luxury tents with four-poster beds, sophisticated clawfoot tubs, and elegant lodge interiors.

The engagement surpassed any wildlife post I'd shared. Soon after, I featured safari desserts with a "Celebrate Your Special Occasion" theme. Again, unprecedented engagement.

Still, I needed more convincing. During a meeting with my SCORE coach, he delivered another reality check: "Lutricia, people need to see themselves in your marketing. All your website has is photos of animals. You need to show people on safari."

Another perspective I'd missed entirely.

The Business Insight: Marketing Myopia

In business, we call this tunnel vision "marketing myopia"—becoming so focused on our own perspective that we fail to see what truly matters to our customers.

I had fallen into a classic entrepreneurial trap: assuming my customers viewed the world through my lens. My passion for wildlife had blinded me to the very real concerns potential safari clients might have:

• Would accommodations be comfortable and safe?

• What would the food be like?

• How would they experience local culture?

• Could they see themselves in this setting?

The StrengthsFinder Connection

Coincidentally.. or not.. my StrengthsFinder results illuminate this blind spot. As someone with "Strategic" and "Futuristic" as top strengths, I naturally focus on the destination (seeing amazing wildlife!) rather than the journey (comfortable accommodations, delicious meals, cultural experiences). My "Activator" tendency means I leap quickly from concept to execution, sometimes overlooking elements others find essential.

These strengths serve me well in many business contexts, but they created a significant blind spot in marketing. The very traits that make me an effective entrepreneur required balance through outside perspective.

The Entrepreneur's Lesson

This experience taught me a fundamental truth about entrepreneurship: your perspective as the founder—however passionate and authentic—may not align with your customers' priorities.

The solution isn't to abandon your passion but to expand your vision to include your customers' concerns. Today, Complete Safaris still showcases Kenya's magnificent wildlife, but we balance those images with content addressing the full spectrum of safari experiences.

Your Turn

What assumptions might you be making about your customers based on your own preferences or priorities? How could you test whether these assumptions align with their actual concerns?

What unexpected insights have shaped your business journey? And when you're ready to create your own safari memories, I'd be honored to help your story unfold in Kenya.

Continue Your Complete Safaris Journey

If this peek behind the safari marketing curtain intrigued you, you might enjoy exploring more of our insights and adventures. Discover why popular beliefs about guaranteeing wildlife sightings actually miss the point of safaris, highlighting the authentic, unpredictable magic that makes each journey special. Or dive into one of Kenya's most fascinating residents by reading about the unexpected and often humorous behaviors of zebras—animals that are far more complex and entertaining than their horse-like appearance suggests. Whether you're curious about our marketing evolution or planning your own unforgettable Kenya adventure, there's always another fascinating story waiting to be discovered.