“Disruption is killing us.” I overheard this at a meeting recently. One Head of department to another. It’s marketing.
Agility, Change, Adaptation, Disruption, Innovation, Challenge, are words that are thrown about with abandon at every meeting.
Marketing is changing, we're told at every opportunity.
Here’s a truth: ever since the Phoenicians looked around their territories and asked themselves (I imagine) “Where else can we possibly sell our goods?” marketing has, at a fundamental level, been about selling goods or services to those who need them.
So, what’s changed? Really?
If you can truly answer that you’re already not bandying around the buzzwords I opened this post with and disruption is not “killing” you.
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The world is changing. Not overnight and not all at once, but it is changing nevertheless. In my talks to corporate groups, CEOs, VPs and industry leaders I gleam insights of how this change is happening. What evidence exists. Why some things happen and not others and how we can best take advantage of it all to do better. In Observations I catalogue it all. Brief, to the point and open to discussion.