As a business owner, I spend my days trying to control everything that goes on to and around me. From staff completing tasks before the deadline to the temperature of the air-conditioner so everyone is happy. However, as much as I try, we are not in a position where we can control everything. Whether it’s Facebook changing its rules, to landlords not renewing leases, HR laws about Jobkeeper payments or local newspapers that were pulled from the shelves and front lawns.
What I know is that life is full of uncontrollable effects and we must constantly and consciously adapt. Thinking about the Facebook VS Australian Government and media fight, I started to reflect on challenges we have helped our clients face, through no fault of their own.
Here are a few examples.
The argument I see marketing professionals throwing around is to build your owned marketing assets of what you ‘own’ or what you can control. But what do you really own and are you in 100% control? Apps are now being forced to change their marketing strategy due to the Apple iOS14 upgrade that is happening at any moment (apparently). New smartphone devices are launching on a far too regular basis, which impacts websites and how they are paginated… and did you know that you probably only license your brand from your graphic designer, not technically owning it unless transfers from them to you by a Deed of Assignment.
To be honest, everything is a tool that you only have somewhat control of. The world changes daily, and Governments, Big Tech, Little Tech and even those with no tech, IE the Government, can change the rules of operation in a heartbeat. The only thing you can control is your trademark, patients and reputation. Continuing to do good work, evolve accordingly and plan ahead is the only way forward. Jumping from one medium to the next, to the next, is never the right solution.
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