Old rules? Going…going…gone

“The world hates change, yet it is the only thing that has brought progress” - Charles Kettering

Brands that are built on fear, are failing quicker than ever. And those that are set in their ways and refuse change are already dead. The funeral is just a detail. Trends such as time compression are erasing the lines of what we once called “natural” change. Industry control freaks are having to face a very scary proposition because all bets are off.

We are living in the most am·big·u·ous time: Now open to more than one interpretation.

Consider that the average consumer is in contact with over a thousand products daily. When customers go shopping the number expands to over 35,000 products and brands. Now add the human factor. The human mind experiences an average of 50,000 thoughts each day. This overflow of information and sensory experiences are eroding what we once considered in marketing the immutable laws.

“Stability is a dead fish floating downstream. The only kind of stability we know in this country is change.” - Henry Ford

To succeed in this crowded marketplace, we must be open to ambiguity. Knowing that there is no longer one right answer. Those days are gone. It's time to embrace change. The easiest way to get started is to reverse our perception:

Reward failure and Adopt change.

As humans we have always survived by adaptation and breaking habits that were no longer conducive for survival. It's now time for brands to do the same. Change can be a wonderful thing.

Onward!