• Forbes CMO Network, Monday, July 13, 2009 10:42 AM

If you've ever wondered exactly what the phrase "staying the course" means and how it applies to marketing, this essay by former eBay COM Mark Linton is for you.

First, the speed of wind is not constant, so the fastest boats don't necessarily win. Some companies, such as Wal-Mart and Amazon, make a calculated bet that the wind will be better on one side of the course than another. Others are better off sticking to the middle, following fast on the wake of the leader and finishing a strong second.

"The worst racing strategy, for companies and for sailboats, is to evaluate your position every time normal variation occurs," Linton says. That's what the U.S. auto companies have been doing. Bottom line: Even if you don't have the swiftest boat on the market, you can prevail if you're focused and smart about the race you're running.

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