Marketers - Exploit The Powerful Winds Of Change

Marketers Must "Plot Their Own Course" And Not Sail In The "Me Too" Regatta

By David Miranda

The 32nd America's Cup has just concluded in Valencia, Spain. Swiss-defender Alinghi defeated Team New Zealand to retain the Cup. How did they do it? Strong leadership, teamwork, state-of-the art design and technology were obvious, but watching the races it was also clear that the winning boat understood it had to relentlessly find "clean wind" - wind unfettered by its competitor. If you could find this wind and position your boat between it and your competitor, success was at hand.

Today's marketplace is a sea of challenge where the winds of change are constantly in flux, yet many marketers choose to sail in the diminishing winds of the status quo in the "me too" regatta. Instead of seeking their own "clear winds" to success, they watch the other "boats" to determine when to tack and jibe.

The marketplace is not about competing with other "boats". It is about competing with yourselves, against the elements - determining your own course for success instead of following the course taken by others.

See where the powerful winds of change are blowing and set your sails accordingly.

It's clean air.