I’ve drawn loads of cartoons concerning the tendency of entrepreneurs to need to change every part, unexpectedly, and on a regular basis. There’s an outdated advertising truism that “entrepreneurs get bored with their promoting earlier than shoppers do.” The identical intuition to vary for the sake of change goes for each facet of selling, from logos to packaging to companies.
And but, there’s additionally an inclination for entrepreneurs to get caught in a rut and comply with the identical playbook again and again out of behavior. This can also apply to each facet of selling.
I just lately stumbled throughout a helpful framework from HBR writer John Coleman that outlined strategic management as “the power to carry two particular traits in steadiness: consistency and agility.”
John writes:
“If organizational leaders are merely constant, they danger rigidity. In altering environments, they will battle to adapt and will cling to outdated habits and practices till these practices grow to be counter-productive, distracting them from the extra necessary new work that must be completed…
“However simply as consistency can grow to be rigidity, agility can grow to be an absence of focus when it isn’t tempered by consistency…
“It’s within the mixture of consistency and agility that leaders grow to be strategic.”
I feel the identical framework can apply to manufacturers and advertising. It’s in that mixture of consistency and agility that entrepreneurs grow to be strategic as effectively.
Listed below are a number of associated cartoons I’ve drawn through the years:
“If advertising saved a diary, this is able to be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs