Throw away the rule book

I really struggle to understand why some organisations can be such luddites! Each year they produce a new brochure/website/direct mail campaign, and each year they hope that it will revolutionise their sales – in exactly the same way it didn’t last year, or the year before, or the year…

Anyway, I wondered why when it comes to design and marketing the client rarely asks what ROI can I expect, or what can this do for me. Instead they ask how much will it cost, and what have you done for others previously!

The irony is that these days, with the paradigm shifts happening on a monthly basis, there really IS NO PREVIOUSLY. The whole market is virgin, and very few businesses or agencies seem to understand that the proven model on which we base our marketing behaviours is irrelevant.

Google is the fastest growing company in history, from 0 – $125bn in just 10 years, and they didn’t do this by copying what others have done, or doing stuff the old way.

Throw away the rule book, throw-out the baby with the bath water, and really look at what’s going-on, then think how your business can capitalise on this world of possibilities.

Good luck, and goodnight!

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