Adapting in the Face of Change
April 13th, 2007
Seth Godin has a simple perspective on what it takes for businesses to grow in today’s market: Change.
Business as usual is almost always lousy marketing, because there isn’t a lot of room for growth. The opportunities kick in when an external force requires a brand new story, when consumers are choosing to pay attention because they’ve got no other choice.
It’s easy to argue against change. It disheartens shareholders and even employees. But external change is the most likely lever of growth, because it puts you back on the agenda of attention.
Why can change be so scary? Why do we often hold steadfast to old ideas and values? In many cases, organizations find that certain ways of doing things just work. But what happens when the old way of doing things doesn’t work anymore? Is it better to stagnate and disappear in the face of adaptive competition than to try something different? Success isn’t always guaranteed from change, but neither is failure. To be complacent, or not to be complacent? That is the question.
You can read Seth’s entire article here: Do you have to be anti-change to be pro-business?
