We all know that businesses either change or die. Sometimes it’s gradual, controlled change. Other times it’s periods of explosive growth or even an occasional catastrophic setback.
Change is good. Change is Opportunity in Disguise. Start-ups, branding and repositioning, new product launches, business strategy revisions. All bring on big change, and often bigger opportunities.
One of the first things we ask companies is: “Why change what you’re doing now?” Is it to go on offense – accelerate business growth, dominate a market niche, introduce a new product, expand the customer base? Or is it a much needed defensive move – beat back a competitive threat, reverse a slide in market share, reduce customer churn?
Successfully navigating marketplace change requires three things:
- Smart analysis to make sure we are changing things that will best leverage our chances of success.
- Determined action to do the right things, and to do the right things right.
- Agile implementation because the marketplace is always changing.
Marketing is all about change, and innovative marketing plans will make some managers uncomfortable. Because management, especially operations management, is about creating order. And marketing is about creating disorder (changing the status quo).
If you always do what you’ve always done, you’ll always get what you’ve always got. To make progress, you have to change. Have the courage to be a catalyst for change.
Vincent Van Gogh said: “What would life be if we had no courage to attempt anything?”