This year forced us to change so many aspects of our lives. People are funny about change. Some love it; others dread it.
I know someone who always drives the same route to work, only eats pizza with cheese, never any other toppings and vacations at the same beach year after year. Others thrive in a world of constant change. Like my friend who leases a new car just because she finds it boring to drive the same one for more than two years.
My outlook towards change is a little of both. I am loyal to good brands—currently own my third Subaru—and cherish spending time with friends I’ve known for decades. Yet, I love trying new things. I don’t have a favorite drink at Starbucks. Instead, I’ll order a London fog tea latte, a cold brew, or maybe that new ice brown sugar oat milk shaken espresso. My favorite drink depends on my mood.
For me, a routine is a little boring.
I thrive in an industry that challenges me every single day. It's invigorating to look at a problem from different angles and come up with a fresh solution. Yes, I spend every day writing. But, no two clients are the same, so every day is different.
Digital marketing is constantly evolving, which forces me to do the same.
Business Success Connected to Embracing Change
Back in 1966, McKinsey & Company wrote an article titled: The Changing Face of Marketing. In that article, they predicted six changes that would transform future marketing efforts. These changes include:
- The dominance of the customer
- The spread of marketing research
- The rise of the computer
- Expanded use of test marketing
- Metamorphosis of field selling
- Global market planning
When they made these predictions, they said every industry would be affected by these changes. I pity the companies (most probably out of business) who laughed at these predictions.
This pandemic taught us that the businesses that were the fastest to change were able to prosper.
If you have the time, read this short article in Entrepreneur. It highlights companies that quickly adapted their business during the pandemic. For example, Red Roof Hotels decided to offer day rates for workers who needed a quiet private place to work. And, Best Buy expanded its virtual support and technology repair to help those working from home or attending school online.
What Does the Future Hold For Marketing?
At ProFromGo, we have no intention of making predictions. Instead, we'd rather spend the time preparing for a rapidly changing business world. That’s one of the reasons we decided to become a StoryBrand Certified Agency.
This program will help us guide our clients to communicate their most powerful messages simply and clearly, which will give them the ultimate competitive advantage.
The StoryBrand Agency Certification program was created by the New York Times bestselling author and marketing expert Donald Miller. This program elaborates on the framework he explores in his book, Building a StoryBrand. Donald’s thoughts have influenced leaders and teams for companies like Pantene, Chick-fil-A, Intel, Prime Lending, Zaxby’s and thousands of others.
Once certified, we will be able to expand our services.
I’m looking forward to learning more about this proven, seven-part framework partly for my personal growth. But obviously, this type of knowledge is useless unless it’s applied. Luckily, I can use this to get better results for our clients.
Looking For a Forward-Thinking Agency?
If your current marketing approach isn’t making any strides, perhaps you need to change agencies. Contact us, we’d love to help.