This is the final article in a series entitled “Technology is Going to Change Everything for Everyone Everywhere: Sooner Than You Think.” addressing the opportunities available in a rapidly transforming marketplace, that have been pulled from a speech I gave on June 9, 2016 in Calgary at the Real Estate Strategy & Leasing Conference.
In parts one, two, three, and four of this series, which can be found here; here; here; and here, respectively, we looked at how emerging technologies and millennials are creating unprecedented opportunities in commercial real estate and across industries and began discussing the impacts these opportunities are having on the marketing industry and more generally. Here in part five, I will give you seven ways you can cope with the impending disruptions.
Technology changes every business, as I've explained in the previous entries to this series. Whether you’re in commercial real estate or asparagus importation, you have to run with technological changes or risk being left in the dust by the competition. So here are seven macro thoughts that anyone, from the real estate broker to the asparagus importer, should consider.
#1: DISRUPTIVE IDEAS ARE THE NEW NORM
Watch for what’s happening in the larger world and use these trends as filters to think about your business. Disruptive ideas are the new norm: when everything is disruptive it’s not disruptive it’s just normal.
#2: YOUR COMPANY NEEDS A STRONG BRAND
Build a strong brand for your company that means something important and resilient.
#3: YOU NEED A STRONG BRAND
Build a strong brand for yourself that means something important and resilient.
#4: BE TECH FRIENDLY
Embrace the technologies of today and then discard them for the technologies of tomorrow. No one builds a business using fax machines anymore. But at one time they did. What’s the fax machine of tomorrow? Who cares? But be ready to ditch it and adopt the next thing gleefully.
#5: TAKE SOME RISKS
Business-to-business marketing is still about people. We tend to forget that. People react to human emotions and fears and anxieties and dreams behind their desk, or on their sofa at home, in exactly the same way. Ditch the conservative reserved all-things-to-all-people approach and stand for something. Take some risks.
#6: HELP EACH OTHER
Help each other be successful. We are all going through this, and those of us who do it together will have way more fun and be way more successful that those who don’t share, and don’t help, and maintain the old-fashioned, what’s-in-it-for-me stance.
#7: GIVE A DAMN
This last point isn’t so much about marketing specifically, but about life and marketing in general: Be excited. Give a damn. You’ll attract other people who do too.
It’s a time of massive change and massive change means massive opportunity. It’s not always easy. It’s a lot of work. Change is -- as the saying goes - hard. But I do firmly believe that we are on the verge of a very big, new, shiny, exciting, and amazing world.
The people who shake off their fears and build a good head of steam are the ones who will be ready for whatever the world throws at us next. And, in fact, they will be the ones who are deciding how the world might look next.
That doesn’t happen often. It happens very seldom in fact, that we get a chance to reinvent and reinvigorate and improve a whole industry and maybe even the whole world!
Grab the opportunity. Start today.