Psychologists have compared the human instinctive aversion to change to the way people avoid pain or experience fear. Yet one of the primary responsibilities of CEOs is to facilitate cultural, organizational and strategic change in response to evolving market dynamics – a tall order when your opponent is human nature itself.
However an increasing body of research is creating a chorus with a resounding message: Change or die.
Lori Widzo’s recent blog post at Forrester is the latest voice in that chorus calling for change in the field of marketing. We’re waking up from a daze that started when marketing results became increasingly unreliable and change whacked us in the head and flipped decades of established marketing and sales practices upside-down.
How Customers are Changing
According to Forrester, 75 percent of … Read more →