I am reading the book Only the Paranoid Survive by Andrew Grove (Co-founder of Intel) in the book he talks about the inertia of success and how in some ways… it can lead to the defeat of your business in the long haul.
We are all searching for success in our businesses and when that success happens there is a tendency to wade through the water and not try to swim again.
“When the environment changes in such a way as to render the old skills and strengths less relevant, we almost instinctively cling to our past.” -Andrew Grove
There is danger in becoming complacent with success. This danger is unforeseen and will wreak havoc on any company that decides to wade into the water of success and not look up for more… plentiful streams.
We are experiencing a shift in marketing and communications that is changing the landscape of how companies and customers interact with each other. I am afraid that many companies have become complacent when it comes to communication with the very people that help them survive: their customers.
They would rather go back to the old way then forge ahead and try a new form of promotion… of business growth.
Beware of success in marketing and beware of the revolution that is known as the Internet and social media sweeping away your customers…
Directly to your competitors.
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I'm seeing this happen in the Agency world on a large scale. Basically, companies wouldn't talk anyone that could pay minimum retainers, or accounts that were smaller then $100 million. Those accounts don't exist anymore. People are searching for leaner and meaner solutions. Thus SM is surging as agencies scramble to catch up.