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The one thing we absolutely know for sure is that things are going to change – customers, competition, the competitive environment, the economy, the world, and technology.
If you’re an advertising agency working with a client, or if you are a client professional responsible for marketing your company’s product or service, you have to be ready to change in an instant to respond to any of these competitive challenges. If you want to be the best kind of leader, you also have to be prepared to seek out the things you need to change – you have to go looking for bad news. The client companies that are better, stronger, and more vibrant invariably have CEOs willing to go out and look for bad news and for things that need changing about their brand or company. They are willing to address customer needs, trends, and new directions, and they are not afraid to make a decision to do so.
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