In this day and age, the big trend is to experiment in the ways we communicate and market to our consumers. While this change and reinvention is most definitely necessary (due to the changing nature of consumers and the evolving media landscape), many companies don’t seem to understand why they are doing it; and this is a major issue. Companies shouldn’t simply alter the way they do things because it’s the trend. In fact, they need to have a reason to believe that the change will induce positive returns. Changing things (even if they’re small) without properly understanding the context and situation might leave them unpleasantly surprised.
Before altering their practice, companies should ask themselves a few simple questions: What is the problem and is it really a problem?, Where does this problem come from?, how will the envisioned changes help resolve the situation? What is in it for their customers? Doing this could save them from taking decisions they may regret.
Dean Markadakis from Fast Company cleverly exposes a situation where precipitated changes didn’t actually solve a problem, in this video interview produced in association with Google and the Wharton School of Business. Enjoy!
