My final cartoon earlier than the vacations was about taking part in it protected. The opposite excessive is full reinvention.
There’s fact in Invoice Gates’ traditional 1996 statement:
“We at all times overestimate the change that can happen within the subsequent two years and underestimate the change that can happen within the subsequent ten.”
Organizations can get get caught in a rut and resist change. And but we concurrently tend to overstate change, which might result in leaping on the bandwagons of shiny new issues like NFT collections, which peaked this time final yr.
Navigating change is a long-term fixed in advertising and marketing.
I lately stumbled throughout a McKinsey article titled “The Altering Face of Advertising.” What amazed me is that it was written in 1966, almost six many years in the past. The article was about every part altering, and but passages learn as if they might have been written this week:
“Change is the dominant reality of life in each enterprise at present. And the flexibility to grasp and exploit change has grow to be one of the vital sought-after administration abilities. That is significantly true in advertising and marketing, the place the very tempo of change is continually quickening…
“As we speak’s chief government faces a baffling dilemma. Change will get costlier daily; but not altering may be costlier nonetheless. And even whereas adapting to vary, an organization’s advertising and marketing effort should replicate an inside fidelity of objective and an exterior consistency of picture.”
Right here’s to a different yr of extra issues altering and extra issues staying the identical.
And listed here are just a few associated cartoons I’ve drawn through the years:
“If advertising and marketing saved a diary, this might be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
