Our rapidly accelerating culture is one in which marketers feel the need to constantly learn, adopt, and master each new tool that becomes available. This behavior leads to an inability to use any of them to their utmost potential. The first step towards Positive Adaptation – our best shot at “keeping up” – is to accept accelerated change.
Buddhists believe that because everything is in a state of flux, attachment becomes cause for future suffering. The same applies to marketing. The old 3-5 year high-level marketing plans with strict, 12 month schedules are too rigid for today. Programs can have broad contours, but it is better to think in terms of weeks – not years.
It is important not to wait for perfect information before you act. Today, waiting often means prospects are scooped up by competitors who moved more quickly. Engage customers as you go, without relying on a perfect moment.
If the messiness of our fast-paced culture makes you uneasy as a marketer, know you are not alone. Understanding that all of us are in the same boat makes it much more appealing to move forward. If you need further convincing, take a look at this post for thoughts on why chaos in your work is perfectly acceptable, and explore The Lean Startup Methodology for inspiration on creating a viable, customer-approved product, amidst unknowns, as quickly as possible – how to “work smarter not harder.” Finally, visit this post to understand why marketing needs story-telling, and why story-telling needs chaos.
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