I follow blogs and I find it interesting when a theme runs through them concurrently. It looks like a 
coincidence but I personally don’t believe in luck or coincidences. Having said that when I see a recurring them like today I pay attention.
What I saw the quick post on change on Seth Godin’s blog then one on change at another place I frequent called Dad-o-matic I connected it to what I experience everyday working with clients. Change in marketing is everywhere. It’s rapid. It can be surprising. It’s always challenging. What is important to note though is that unless marketers embrace change they will be left in the dust quickly.
I encounter significant resistant in the form of “Well, we’ve never done that before” which is the response of choice when you mention the idea of blogging to most. I also hear that “We can’t afford to do that” which is the wrong way of saying “We can’t afford NOT to do that”. The last big one I hear is that “I can’t do that”. This one hurts the most because there is no hope in that statement.
Change to consider in these changing times:
- Change your marketing habits – I spoke with a prospect yesterday who dropped hard Yellow Page advertising this year (still doing Internet Yellow Pages) and he saved $110,000. It seems like he simply did it year in and year out until it stopped making sense. That’s a good amount of money to be put into other areas that can be measured and bring business.
- Change your picture of your abilities – Instead of putting up the “I can’t do that” or “We’ve never done that” shield be open to new ideas and stretch yourself. I suspect that most people would be shocked at what they are actually capable of
- Change your picture of your organization’s capabilities – If you are in charge give people new responsibilities that will stretch and grow them and the business. Doing things on auto pilot can kill ingenuity and progress.
- Change your filters – Rather than filtering every idea defensively let the ideas come in, take a little time to germinate, then make a decision. I see so many people who are quick to say no to things that they simply never considered fully.
FT Takeaway: We know that change in business is real, it can be scary but it is necessary and unavoidable. Why resist it? Take a chance today. Change occurs whether you choose to participate or not. In business you gotta be in the game not the on the sidelines. Your business depends on it.
