Wednesday 2 May 2012

Adapt and innovate to grow your business

I was intrigued to read about Kevin Roberts' speech at the recent IoD Annual Convention. As CEO of one of the worlds largest marketing groups, Saatchi & Saatchi, it was somewhat self-defeating to hear him declare that 'marketing is dead'. However, he had, at that stage already told the audience that "strategy is dead", "the big idea is dead" and "management is dead". Amusingly, as a CEO, he also went on to say "the further up in a company you go the stupider you become and the further away from new things". By this stage I was starting to wonder if he was looking in the mirror. So apart from successfully being controversial and grabbing a few headlines, is this type of thought leadership valuable?

Personally, I don't believe it is. Don't get me wrong, there was a serious message to this seemingly flippant tirade. But I suspect most Directors that left that event didn't buy into the idea that some of the key principles of business are confined to history. Something tells me that the universities won't be rewriting their MBA courses following that speech either. For me, this typified a Big Brand Agency demonstrating style over substance. Coming at a time when the economy was faltering and many businesses struggling, Saatchi & Saatchi's headline messages were out of touch with reality.

That is a shame because the serious message of the speech probably got lost amidst the noise of the headlines. The real message was the need for businesses to adapt and innovate in the current economic climate. Business opportunities exist in embracing change in a world where the pace of change is accelerating. That is a compelling message we regularly share with our clients when we say
"the only thing that is constant in business is change."
However where we would beg to differ with Saatchi & Saatchi is that strategy, far from being dead, is the vehicle for business to identify and monetise change. We advocate that strategy is not something you sit down once every year and dedicate senior management time to in a series of workshops and blue sky away-days. Instead strategy is an evolving process that is refined and adapted as new information informs strategic thinking. The imperative for business is to have the awareness and flexibility to adapt to changing business environments and markets. That strategic agility is the basis for the successful businesses of the future.

In parallel to this strategic agility in professional services, there is a need to deliver value today through existing business relationships. That value is provided for many firms through excellent service delivery and sharing of valuable thought leadership to help inform clients and prospective clients. Having hosted a series of Marketing Clinics for businesses recently it is very clear to me that the business Directors I met are focused on how marketing can help them engage more clients and develop more successful business relationships. So marketing is not dead, it is very much alive and can be a strategic and tactical driving force in business.

This reminds me of the Chinese Military General, Sun Tzu, quoted by my debating partner at a recent Chartered Institute of Marketing debate in Manchester -
"Strategy without tactics is the slow route to victory, tactics without strategy is the noise before defeat."
So strategy is not dead and marketing is not dead. For the record, Sun Tzu is dead, but his mantra lives on here.

97 comments:

Anton said...

Consultants and brand agencies love saying things "are dead" as 1) it makes them appear radical and 2) it allows them to pitch a six month project at your organisation to "drag you into the future".
As with anything the truth often lies in a slightly less revolutionary place. Yes change happens but effective marketing strategy has to evolve not start from scratch.
A good example is a meeting I had a couple of years ago with a social media agency. Again broadcast "was dead", advertising "was dead", dm "was dead" and so on. The advice was to plough everything you had into social media. Well the truth is you should be running integrated mixed media campaigns that include social media elements within them but not operating a "scorched earth" policy on everything else that you know and has worked in the past. It's about balance and judgement, backed up the metrics.
The sky is not always falling in - as sexy as it might be to say so.

Shaping Business said...

Great contribution - thanks. What is really amusing about your feedback is that I considered a title 'It's all about balance' and didn't go down that route because in the eyes of some - it's just not exciting enough.
You are absolutely right to suggest that a fixation on 'the next big thing' is misguided, particularly in B2B marketing and even more so in professional services marketing.

Unknown said...

I agree with you that marketing is not dead. Businesses have the right opportunity to save valuable time and money by entrusting the marketing and advertising work to professional service marketing company.

Shaping Business said...

Thanks for your feedback, Ben. It is interesting that some firms shy away from engaging external professional support on the basis of (i) cost and (ii) the belief that this is something they can do themselves. The reality is that many firms we visit have wasted more money on ineffective marketing tactics than they have ever spent on getting professional support. These firms also need to recognise that if they continue doing what they have always done they will will typically get the same result over and over again. Now, more than ever, you need fresh ideas and innovative approaches to engage your target market.

Unknown said...

Hi, I have just visited your site and the info you have covered has been of great interest
to me. Some of the suggestions you have given have enabled me to apply my own thought
process to afford a greater understanding of the issue. Some info that is provided on the Web is not very useful but yours has been worthwhile. Some of the points you have raised will assist me greatly. Incidentally, I like the way you have structured your site, it is super and very easy to follow. I have bookmarked you and will be back regularly. Thank you

Social media

Unknown said...

I would like to say this is an excellent site that I have ever come across. Very informative. Please write more so that we can get more details.

I have found your site to be quite useful. Keep updating your site with in valuable information... Regards

Cloud Hosting

aliyaa said...

We are a professional company that offers all forms of company analysis services to our clients. http://www.accountingassignmenthelp.net/all-you-need-to-know-about-fnma-cash-flow-analysis/

Peter Floyd said...

Most private ventures come up short since they don't have an unmistakable procedure for advertising their business. They know a great deal about their administration or item and invest a huge amount of energy "working" the business, yet they never truly advertise the business with a well thoroughly considered arrangement. This occurs for two fundamental reasons. More Information

Owais Khan said...

We'll research the availability of your company name and help you prepare and file your Articles of Incorporation with the Wyoming Secretary of State.Wyoming Company Formation

Owais Raza said...

The most common type of business entity registered in Hong Kong is a Private Limited Company, a separate legal entity from shareholders' personal liability. company formation in hk

Unknown said...

Your blog is very informative. I have learnt lot of things that how I grow my business.
Marketing Agency

Anonymous said...

I'd certainly suggest his solutions and can use him once again with regard to long-term tasks.osi local

Brandon Stevan said...
This comment has been removed by the author.
Brandon Stevan said...

I think marketing is not a noise because a good strategy and innovation can bring best results for your business. We should follow strategic thinking and changing environment. Find best business consulting solutions from business consultants.

JeanScott said...

Howdy! I know this is somewhat off topic but I was wondering if you knew where I could get a captcha plugin for my comment form? I'm using the same post platform as yours and I'm having difficulty finding one? Thanks a lot! benefits of social media marketing

JackieGlancy said...

I carry on listening to the news bulletin talk about receiving boundless online grant applications so I have been looking around for the best site to get one. Could you tell me please, where could i acquire some? target audiences in Facebook

Michael Sheen said...

Hi! I wish to say that this post is awesome, great written and include almost all important infos. I would like to see more posts like this .

best seo company in lahore pakistan

Dimitry kolokov said...

I really like what you guys tend to be up too. This kind of clever work and coverage! Keep up the fantastic works guys I've incorporated you guys to my personal blogroll.web design and development company singapore

REBBCADAVids said...

Thanks , I've recently been looking for information about this subject for ages and yours is the best I've discovered so far. But, what in regards to the conclusion? Are you certain concerning the source? preschool moorebank

andrewmathew said...

I enjoy what you guys tend to be up too. This sort of clever work and reporting! Keep up the fantastic works guys I've you guys to our blogroll. creative design

Dimitry kolokov said...

My partner and I absolutely love your blog and find most of your post's to be just what I'm looking for. can you offer guest writers to write content to suit your needs? I wouldn't mind producing a post or elaborating on a few of the subjects you write with regards to here. Again, awesome web site! social media marketing services

andrewmathew said...

You made some decent points there. I seemed on the internet for the issue and found most people will go along with together with your website. pay per click management services singapore

AndrewBassett said...

Really enjoyed this post post, will there be in any manner I could receive a message sent to me whenever you publish a fresh post?
Private Jet

kristinahojholt said...

I am curious to find out what blog platform you happen to be using? I'm experiencing some minor security problems with my latest website and I'd like to find something more safeguarded. Do you have any solutions? achieve the right results

JassonKowal said...

Hello my friend! I wish to say that this post is awesome, nice written and include almost all significant infos. I’d like to see more posts like this.hearing aids

BraxtonBayer said...

I wish to voice my admiration for your kind-heartedness in support of those who really want assistance with in this area of interest. Your very own commitment to passing the solution all through had become exceptionally effective and have without exception enabled somebody much like me to arrive at their desired goals. Your amazing important tutorial can mean a lot a person like me and even further to my office workers. Best wishes; from each one of us. marketing consulting firms singapore

LoyceSchoen said...

I just like the helpful info you supply to your articles. I will bookmark your weblog and take a look at again right here frequently. I'm quite certain I’ll learn many new stuff proper here! Good luck for the following!event agency in Singapore

JettSnedon said...

Pretty nice post. I just stumbled upon your weblog and wished to say that I've truly enjoyed browsing your blog posts. After all I’ll be subscribing to your feed and I hope you write again soon! how to find the best web designer in Singapore

FreddyKot said...

I'm curious to find out what blog system you happen to be utilizing? I'm having some minor security issues with my latest blog and I'd like to find something more safe. Do you have any recommendations?
Mobile friendly and responsive design

DruZeta Mitar said...

Hello! This post couldn't be written any better! Reading this post reminds me of my previous room mate! He always kept talking about this. I will forward this article to him. Pretty sure he will have a good read. Thanks for sharing!
how do you make your website responsive

andrewmathew said...

Can I simply say what a reduction to search out someone who really is aware of what theyre talking about on the internet. You undoubtedly know the right way to carry an issue to light and make it important. Extra folks have to read this and understand this facet of the story. I cant believe youre not more common because you definitely have the gift. focus on the keyword density

Thomas Niemczewski said...

Hey there, You've done a fantastic job. I’ll definitely digg it and personally recommend to my friends. I am sure they'll be benefited from this web site. what to expect when you hire SEO agency

ruuk thomas said...

Thank you for all of your labor on this web page. My mom really likes doing investigation and it's obvious why. All of us hear all relating to the lively medium you deliver priceless guidelines through this web blog and therefore encourage contribution from others about this theme so my child is truly understanding a lot. Enjoy the remaining portion of the new year. You have been performing a glorious job. conversion rates in digital campaigns

Jeffery Willams said...

Hey there, You have done an excellent job. I will certainly digg it and for my part suggest to my friends. I am confident they'll be benefited from this website. choose the best web designing firm

andrewmathew said...

Thank you a bunch for sharing this with all people you actually understand what you are talking approximately! Bookmarked. Please also consult with my web site =). We could have a link exchange agreement between us! lip embroidery Singapore

Jeffery Willams said...

Hi! Do you use Twitter? I'd like to follow you if that would be ok. I'm absolutely enjoying your blog and look forward to new posts.luxury time singapore

rakisseia said...

nice

rakisseia said...

Anyone that is in the organization would most likely not really neglect the significance linked to SMM panel.The benefits that are provided with selecting of these are really significant. It will provide vast visibility to your company while using the aid of them.For anybody who is needing to understand more about the SMM reseller may certainly check it out about the best website https://tanalerad.hatenablog.com/entry/2019/09/08/185923 associated with social media marketing that is certainly SMM HEAVEN.

NoahLockyer said...

Wonderful blog! I found it while searching on Yahoo News. Do you have any tips on how to get listed in Yahoo News? I've been trying for a while but I never seem to get there! Thank you .Clear external links

kristinahojholt said...

Hi there, just became aware of your blog through Google, and found that it is really informative. I am gonna watch out for brussels. I’ll appreciate if you continue this {in future}. Many people will be benefited from your writing. Cheers!
hire a digital marketing agency

andrewmathew said...

I loved as much as you will receive carried out right here. The sketch is attractive, your authored subject matter stylish. nonetheless, you command get got an edginess over that you wish be delivering the following. unwell unquestionably come more formerly again since exactly the same nearly a lot often inside case you shield this increase. successful campaigns in singapore

geekymr said...

Thank you a bunch for sharing this with all people you actually understand what you are talking approximately! Bookmarked. Please also consult with my web site =). We could have a link exchange agreement between us!
hyperx cloud 2 gmaming headphone
mcafee vs windows defender
how to download movies on android with utorrent

Marco said...

Regular visits listed here are the easiest method to appreciate your energy, which is why why I am going to the website everyday, searching for new, interesting info. Many, thank you

You are welcome to my blog: best smm panel in world

Sasha Jenner said...
This comment has been removed by the author.
George said...

web development companies
https://invictussolutions.co/

andrewmathew said...

It's best to take part in a contest for the most effective blogs on the web. I will recommend this site! 316 stainless steel tube

Anonymous said...

Here is a useful resource

Unknown said...

I must show some appreciation to you for bailing me out of this scenario. Because of surfing around throughout the world wide web and coming across tricks which were not helpful, I figured my entire life was done. Being alive minus the strategies to the issues you’ve solved as a result of your good article is a critical case, and the kind that would have in a wrong way affected my entire career if I had not discovered your site. Your main know-how and kindness in touching all things was excellent. I am not sure what I would have done if I hadn’t come upon such a subject like this. I’m able to now look ahead to my future. Thanks very much for this reliable and result oriented help. I won’t be reluctant to recommend the blog to anyone who needs and wants support on this issue. https://royalcbd.com/product/cbd-oil-1000mg/

Saunders & Lee said...

Totally awesome posting! Loads of valuable data and motivation, both of which we all need!Relay welcome your work. as we provide virtual assistant Cambridgeshire at affordable prices. for more info visit our websirte.

Nancy said...

It's really pleasure to know about Mr Kevin Robert and the largest marketing groups, Saatchi & Saatchi. It's true that with the rapid invention of modern technology, modern business strategies also is getting changed day after day. We are getting acquainted with new marketing tools and strategies. In this article to grow business the adaptation and innovation ideas you shared were extremely very helpful. I got some good points to pick up to my business knowledge. I believe I should leave a cordial thanks to you for this well-valued discussion. Here I would like to share a comparative resource on legendary marketers vs affiliate program that might be useful for any internet business. To grab the resources please Read this article.

DataScience Specialist said...

Great Article it its really informative and innovative keep us posted with new updates. its was really valuable. thanks a lot.
Data Science Course in Bangalore

DataScience Specialist said...

This is very useful post for me. This will absolutely going to help me in my project.
Data Science Training in Bangalore

John said...

دانلود آهنگ قدیمی
This is very useful post for me. This will absolutely going to help me in my project.
دانلود آهنگ غمگین

360DigiTMG said...

I see some amazingly important and kept up to length of your strength searching for in your on the site
data science training

health magazine said...

Good article thanks for share information

Black light app
Lisa robertson facebook
How much does a gallon of water weigh
Mybpcreditcard
How to put music on YouTube videos without copyright issues
Price Chopper Direct Connect
MP3Juice
kisscartoon.ru

caris said...

https://www.guest-articles.com/education/aws-certified-solutions-architect-professional-03-12-2020

Digital Marketing Services | SEO Expert said...

SINGAPORE'S ONLY Hearing AidS Singapore. Our expert craftsman will customise your hearing aid for unparalleled comfort; Fast turnaround service

Digital Marketing Services | SEO Expert said...

These Group Buy SEO Tools help businesses track their rankings on local search pages, monitor local listings, and discover top-ranking local keywords.

FannyKemmer said...

Have you ever considered about adding a little bit more than just your articles? I mean, what you say is valuable and everything. However think of if you added some great graphics or videos to give your posts more, "pop"! Your content is excellent but with pics and clips, this blog could undeniably be one of the greatest in its niche. Amazing blog! Rosacea treatment Singapore

Stella Gamble said...

Admiring the persistence you put into your blog and detailed information you provide. It's nice to come across a blog every once in a while that isn't the same unwanted rehashed material. Great read! I've bookmarked your site and I'm including your RSS feeds to my Google account. outsourced accounting services singapore

JamieNienow said...

Exceptional post but I was wanting to know if you could write a litte more on this topic? I'd be very thankful if you could elaborate a little bit more. Bless you! custom necklace

andrewmathew said...

wonderful points altogether, you just gained a brand new reader. What would you recommend in regards to your post that you made some days ago? Any positive?accounting services singapore price

KenJackson said...

Hi I am so happy I found your blog, I really found you by error, while I was researching on Yahoo for something else, Nonetheless I am here now and would just like to say thank you for a incredible post and a all round interesting blog (I also love the theme/design), I don’t have time to go through it all at the minute but I have bookmarked it and also added your RSS feeds, so when I have time I will be back to read more, Please do keep up the superb job. sti index

Aditi Gupta said...

I really appreciate your post and you explain each and every point very well. Thanks for sharing this information. Fashion Designer Boutique in Mumbai

Krishna Priya said...

Happy and so much excited to read this article. Thanks for sharing this details. Very useful. please check our website for all new articles. Economic Substance Regulations UAE

Jiju said...

Thanks to readers. Very useful and informative one. please check our website for all new article. ICV Certificate

PNY Training23 said...

Thank you very much for sharing this .check best institute for online
short courses in Rawalpindi

Emily said...

Happy to read this article. please check our website for all new article. Bookkeeping Services in Dubai

Willy said...
This comment has been removed by the author.
Willy said...

Very business support article you represented in this post. Doing business whether online or off line need huge efforts and techniques. For online business you need many efforts with advertisement to achieve the goal. Anyway, the marketing strategies and tips you explained in this post to grow a business were fantastic and realizable. I like the way you post your precious thoughts and ideas. i can also recommend sites like craigslist to grow a business though it is not only the way.

Joseph said...

New innovations makes new idea. Thanks to writers. for more details click here. ICV Certification

Darren Demers said...

I agree with you that marketing is not dead. Businesses have the right opportunity to save valuable time and money by entrusting the marketing and advertising work to professional service marketing company. pakistani designer suits , pakistani designer suits

Digital Marketing Services | SEO Expert said...

Purchase Top Quality Gym equipment Malaysia at the Best Price for your home. Visit our outlets now! Built your Home Gym now! Get the Best Price & After-Sales Services. Visit our outlets now! 24/7 Online Store. 45 Years Experience. World Leading Brand. After-Sales Service.

PNY Training23 said...

Ali quick is an extension for aliexpress to Find seller's ratings, similar products, price tracking, save images video. It is Best AliExpress product research tools to find aliexpress find seller ratings,
for DropShipping

SidneyDalessio said...

I love what you guys tend to be up too. This kind of clever work and reporting! Keep up the wonderful works guys I've added you guys to blogroll.indices

Anonymous said...

You completed certain reliable points there. I did a search on the subject and found nearly all persons will agree with your blog. new company name suggestions

Denver Seo Service said...

You have correctly mentioned about the professional marketing service. Thank you so much.
denver seo firm
denver seo agency

Priya Rathod said...

Really great post, thank you for sharing This knowledge. Excellently written article, if only all bloggers offered the same level of content as you, the internet would be a much better place. Please keep it up!
AWS Training in Hyderabad
AWS Course in Hyderabad

Venita Johnson said...

Innovation, as a concept, refers to the process that an individual or organization undertakes to conceptualize brand new products, processes, and ideas, or to approach existing products, processes, and ideas in new ways.

In the world of business, there are many different types of innovation that a company might pursue. These are often tied directly to individual products, internal processes or workflows, or business models. Some companies even embrace all three in an effort to spearhead growth while adapting to the ever-changing market. Refer here

Anonymous said...

A great website with interesting and unique material what else would you need. click here

EYellow Pages Zimbabwe said...

You've created an excellent essay. Your essay gave me some unique and useful information about Yellow Pages Zimbabwe. Thank you for bringing this article to our attention.

Jovani said...

I’m excited to uncover this page. I need to to thank you for ones time for this particularly fantastic read !! I definitely really liked every part of it and i also have you saved to fav to look at new information in your site. get there

Apple Speech & Hearing clinic in Ahmedabad said...

Apple Speech & Hearing Clinic is A Reliable and one of the Best Hearing Clinics in Ahmedabad & is a specialized hearing loss treatment centre for people with hearing, speech, and language impairments. Our aim is to help improve the lives of people suffering from hearing and speech problems in Ahmedabad. Dr. Amit Anand is A Reliable and Speech And hearing Problem doctor in Ahmedabad, Vastrapur. Call 78638 30803 for more details.

Academy of IELTS said...

Join #1 IELTS Coaching Classes in Ahmedabad at Navin Julka's Academy & Get band 8 and Above. Rated as the top IELTS Coaching Centre in Naranpura, Ahmedabad. Navin Julka's Academy provides training & numerous practice tests in listening, writing, speaking, and reading to get your dream IELTS Score! Call 081288 47113 for more details.

jeff said...

Penthouse Apartment at Mabeyn Sahil is a unique apartment within the city that has outstanding sea view of the city. Contact Us for buying penthouse apartment in turkey.

custompackagingexpert said...


Choose from top brands like Gildan, Hanes, Bella+Canvas, Champion, Port & Company, Sport-Tek and more for soft, durable clothing that’s ready to be printed with your custom design. blank apparel wholesale

evolvsuper said...

I am very thankful to you that you have shared this info with us. Here I find some special kind of info, and it is really helpful for everyone. Thanks for sharing it once again. SMSF Auditors Australia

FellixLarson said...

If photography is not your passion, or you only need a few photos, you’re not going to want to make a major investment in something you’ll only use sparingly. Some packaging supply companies near you may have the proper equipment.

Metis Conferences Ltd said...

You've written a fantastic article about virtual business education events. This article provided me with some useful knowledge. Thank you for providing this information.

Anonymous said...

Really impressed! Everything is very open and very clear clarification of issues. It contains truly facts. Your website is very valuable. Thanks for sharing. Alexander Malshakov

backlink_expert said...

Thank you for sharing it’s very gorgeous and impressive. I like this post. And Know Jili promotion, the famous web slot Jilislot444 for friends who are looking for New member promotion, latest free bonus promotion. New slots, bonus 100, unlimited withdrawal Click on this for visiting my websites . jili slot โปรโมชั่น100% , รวมโปรสล็อต jili , jili slot โปรโมชั่น , โปรโมชั่นสมาชิกใหม่

jeff said...

Thank you for helping people get the information they need. Great stuff as usual. Keep up the great work!! also visit my website for Buy Generic Viagra 200 Mg Online without prescription. Only $1 per pill. Free shipping . Approved online pharmacy. cenforce 200

Anonymous said...

However, you have the ability to|could possibly|might have the ability to} outsource customer service to chop prices. If you are interested in studying concerning the RTP of each particular person title on our web site, {you can|you'll have the ability to|you possibly can} lookup this information inside our featured games. We sadly don't provide a chart of every specific game’s RTP rate as we receive fresh titles continuously, and it might be impossible to trace. Anyone who performs with us and has kids is totally 메리트카지노 expected not to expose them to playing and betting.

Hearing Clinic Near Me | Adelaide Hearing said...

Excellent post. I recently came upon your blog and wanted to let you know how much I've liked reading your writings. After all, I'll be following you and am looking forward to your next post!
Hearing Clinic Near Me
Hearing Service Program
Ear Wax Removal Adelaide
Hearing Aids Adelaide
Hearing Test Adelaide

Alicia said...

What a praiseworthy post you left here for your readers and fan-followers especially for the business novice. The marketing adaptation and innovation ideas and details you explained in this post was very useful and worth to follow. I appreciate your great work. With the technological development every sector is getting its changing approach with numerous software and apps. In food industry, there is no exception. Now, you can place order, track order with the help of app. I can mention about Saavi Australia that can be an easy choice as your foodservice ordering and delivery automation partner. The wholesale industry is transforming as it adopts advanced mobile technology solutions from SAAVI. Now the industry leader in Australia, SAAVI offers businesses the ability to improve their relationships with customers, enhancing sales rep roles and unleashing efficiencies for management, administration and operations. SAAVI really does transform your business.

joseph kuruvilla said...

I just want to thank you for sharing your information and your site or blog this is simple but nice Information.
erp software companies

George Taylor said...

Excellent post. I recently came upon your blog and wanted to let you know how much I've liked reading your writings. After all, I'll be following you and am looking forward to your next post!

Organic Facebook Marketing Tips

Post a Comment