I’ve drawn plenty of cartoons in regards to the tendency of entrepreneurs to wish to change all the things, abruptly, and on a regular basis. There’s an outdated advertising truism that “entrepreneurs get bored with their promoting earlier than customers do.” The identical intuition to alter for the sake of change goes for each facet of promoting, from logos to packaging to companies.
And but, there’s additionally an inclination for entrepreneurs to get caught in a rut and observe the identical playbook time and again out of behavior. This can also apply to each facet of promoting.
I lately stumbled throughout a helpful framework from HBR writer John Coleman that outlined strategic management as “the flexibility to carry two particular traits in stability: consistency and agility.”
John writes:
“If organizational leaders are merely constant, they danger rigidity. In altering environments, they will wrestle to adapt and will cling to outdated habits and practices till these practices develop into counter-productive, distracting them from the extra vital new work that must be completed…
“However simply as consistency can develop into rigidity, agility can develop into a scarcity of focus when it isn’t tempered by consistency…
“It’s within the mixture of consistency and agility that leaders develop into strategic.”
I feel the identical framework can apply to manufacturers and advertising. It’s in that mixture of consistency and agility that entrepreneurs develop into strategic as effectively.
Listed below are just a few associated cartoons I’ve drawn through the years:
“If advertising stored a diary, this may be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
