I’ve drawn lots of cartoons in regards to the tendency of entrepreneurs to need to change the whole lot, unexpectedly, and on a regular basis. There’s an outdated advertising truism that “entrepreneurs get bored with their promoting earlier than customers do.” The identical intuition to alter for the sake of change goes for each side of selling, from logos to packaging to companies.
And but, there’s additionally a bent for entrepreneurs to get caught in a rut and observe the identical playbook again and again out of behavior. This can also apply to each side of selling.
I just lately stumbled throughout a helpful framework from HBR writer John Coleman that outlined strategic management as “the power to carry two particular traits in stability: consistency and agility.”
John writes:
“If organizational leaders are merely constant, they threat rigidity. In altering environments, they will battle to adapt and should cling to outdated habits and practices till these practices turn out to be counter-productive, distracting them from the extra necessary new work that must be completed…
“However simply as consistency can turn out to be rigidity, agility can turn out to be a scarcity of focus when it isn’t tempered by consistency…
“It’s within the mixture of consistency and agility that leaders turn out to be strategic.”
I believe the identical framework can apply to manufacturers and advertising. It’s in that mixture of consistency and agility that entrepreneurs turn out to be strategic as effectively.
Listed below are just a few associated cartoons I’ve drawn through the years:
“If advertising stored a diary, this is able to be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
