Businesses tend to perform better in times of stability and continuity. Today, however, we live in a world of perpetual uncertainty, which means the future is becoming more difficult to anticipate. How can businesses achieve sustainable, meaningful growth in this environment?
I set out to explore what businesses should be doing to ensure that uncertainty becomes a growth opportunity. The result is CTRL+ALT+CHANGE – a report that helps marketers to understand:
- What growth means in context of the times we live in today.
- The opportunities that exist in the same spaces as challenges.
- How to plan for sustained growth using a ‘future > back’ approach.
Read CTRL+ALT+CHANGE.
There are five key takeaways from the report:
- Sustained earnings growth is the key challenge. Brand purpose should not distract, but be used to unlock profit.
- Marketing excellence is vital to implement strategy successfully and maximise growth.
- Brands are not self-sustaining assets. Efficiency is a lower priority than effectiveness.
- Plan using a future > back approach. Embrace risk and build in flexibility.
- Transform. What got us here will not get us to the future. What do we need to do to ensure that we remain relevant?
Read CTRL+ALT+CHANGE.