Management is dead. Marketing is dead. In fact, everyone is dead.
But we got the most interesting article on marketing, advertising, and creativity in a long time!
We live in what Americans call the VUCA world – unstable, uncertain, complex and ambiguous (an acronym for volatility, uncertainty, complexity and ambiguity). This is the world of today–and it is not going to change. And this is a very interesting time for creative people, because the old working models no longer function. Management is dead. Marketing is dead. Strategy is dead.
We’ve moved into the era of ideas. It seems to me that we live in a vibrant, hopeful and optimistic, free and revolutionary world. In the past you needed money, connections and power in order to change things. Today all you need is a computer, Youtube, and Facebook. And, of course, a good idea. With these tools, you can change the world in 12 hours.
Progress is now the work of madmen, because they have ideas and the courage to implement them, and they are not afraid of failure. The only thing that stops us is the lack of confidence in ourselves, in our abilities, and our lack of imagination. Russia needs to move forward because it is an important part of the world.
In order to win in the VUCA world, it is not necessary to focus on the new. The new is already old. What matters today is not the new, but the present, the relevant. We want to live in the era of the actual because it brings us joy. It’s important for businessmen, marketers and all creative people to understand: everything they do has to bring people joy now, in the present.
We have moved from a focus economy to a participatory economy. Everything we do has to attract and engage. The old models of marketing and management are one-sided, but today people want to participate in everything themselves – tweeting, blogging, taking pictures, sharing their thoughts and experiences. We’re moving from the age of information flow to the age of inspiration. Marketing has to inspire people to take action.
Marketing is now driven by emotion. Marketing is not a science, it’s an art. Rational thinking leads to conclusions. Creative thinking leads to action. Forget everything you know, get rid of skepticism and follow your instincts. When faced with an idea, ask yourself three questions:
- do I want to see it again?
- do I want to share it?
- do I want to improve it?
In the new world, it’s not the overbearing leaders who win, it’s the creative ones. What does it take to become a creative leader?
- Have a purpose. You must have a dream that everyone would like to be a part of.
- Have lots of small ideas. You don’t have to waste time looking for a big idea if you don’t have one. Creative leaders come up with small ideas – let consumers develop them themselves.
- Know how to change angles. Steve Jobs created a new product out of a lack of familiar features: he removed everything unnecessary in his products and inflated the price. Creative leaders know how to turn problems into opportunities.
- Surprise the obvious. For years, Steve Jobs refused to sell Apple products at retail. When he opened a store, he surprised the obvious. Now his store is the most profitable in the entire world.
- Create the irresistible. We’re talking about the future beyond brands. Brands are easily replaceable. You don’t have to create something that pretends to be irreplaceable, you have to create something irresistible-that people can’t resist. In order to achieve this, you need to think about the following aspects:
(a) Mystery. The more people know about something, the less interest they have. They are drawn to stories, not information. Your work should be like that of a storyteller. Storytellers are the ones who will make the most money in the near future.
(b) Sensibility. We experience the world through our five senses at the same time. Most brands only appeal to two. Find a way to engage all five.
(c) A sense of intimacy. For all our mystique, we need to be on the same page as our consumers, and we need to be on equal footing. We no longer give our consumers directions, only help and advice.
- Inspire others. Creative leaders create a society where accountability, learning, recognition and joy are provided. It is in such a society that ideas are born.
- Getting things done. Instead of months of planning, discussing and negotiating, creative leaders are focused on concrete action. At our agency, there are no annual plans; we only make a plan for a hundred days and execute the main thing. You have to learn to tolerate failure and correct your mistakes quickly.
And finally, three important words.
Enthusiasm: We only have one life and we need to live it with enthusiasm.
Perspective: a different perspective on life generates outstanding ideas.
Everyone: the role of business is to make the world a better place for each of us.