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’ basic 1996 remark:
“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 generally 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.
I not too long ago stumbled throughout a McKinsey article titled “The Altering Face of Advertising and marketing.” What amazed me is that it was written in 1966, almost six a long time in the past. The article was about every thing altering, and but passages learn as if they may have been written this week:
“Change is the dominant reality of life in each enterprise at this time. And the flexibility to grasp and exploit change has turn out to be one of the vital sought-after administration expertise. That is notably true in advertising, the place the very tempo of change is continually quickening…
“At this time’s chief government faces a baffling dilemma. Change will get costlier each day; but not altering could be costlier nonetheless. And even whereas adapting to alter, an organization’s advertising effort should replicate an inner 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 below are a number of associated cartoons I’ve drawn through the years:
“If advertising stored a diary, this could be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
