(photo cred Chris on Flikr)
I wonder how long the hot marketing tactics today will remain effective?
If they expire, what's next?
I was watching Guy yesterday in his keynote speech about the "Art of Innovation" (apparently I'm way behind) and really got into one of his points that he makes that true innovators don't just look towards tomorrow, they "jump curves" and accelerate past status quo towards a hypothesized future.
The same holds true with marketing. It's easier to just tackle the current marketing situation than jump forward and see what the future might hold. True, you might be wrong, but the steps you take to make that leap might just lead to the innovations you need today.
One example of this is kluster, which combines open-source thinking and social media connectivity into an incredible business resource (or creator!). Is this tomorrow's outlet for creative business ideas? Will it succeed? Who knows, but I love that they state that it's just a beta-test. That it will evolve and change and be refined over time to fit the needs of the users and the demands of the customers (idea-seeking companies).
This all comes back to the point that you can't be an industry (or local market) leader by just keeping up. At some point you're actually going to have to lead. Whether that's in the way you treat your customers, or the products you offer, you'll need to step beyond where the competition is at and towards where you think it (or you) will go in the future. You gotta keep it fresh. -Reed

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