The first two steps towards Positive Adaptation in the midst of rapid change are to accept and then to decode change. The third step is just as important: change must be processed.
As information is received, it is crucial that marketers draw a distinction between everything that is coming in and everything they should actually use. We believe that the processing overload often leading to Perpetual Novice Syndrome can be viewed as “skeptical underload.” The problem is more often an inability to distinguish what is important than it is the sheer volume of information.
Because it is impossible to be the authority on every topic, it is important to understand how to appropriately process information without becoming overwhelmed. It is essential, in this quickly moving culture, never to lose sight of your “North Star.” In other words, always bear in mind the fundamentals of good marketing.
These precepts of quality marketing do not change, despite the advancements in technology and culture happening all around us. An understanding of them should be the litmus test by which you run every new tool, social media tool, or digital methodology. This will make the processing of new information more effortless – and more meaningful.
No matter how hip new tool X seems, ask the fundamental questions: Will this help me build trust with consumers? Will this help my customers feel valued and listened to? Will this help me figure out what my customers really need? Will this help turn buyers into influencers?
If the answers are yes, then new tool X might be worth a real investment.
(Image credit: Zapfly)
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