Covid-19’s impact on business and the decisions needed for survival are Frostian. But don’t lose your way. Survival depends on Frostian decisions.
Just like the friends that go to your neighbor’s party when the freebies are gone, Transactional Customers mooch from you until there’s nothing left to give.
My phone buzzed with a text message that changed my life for the next two years. The assistant manager texted that he quit his job. He followed with a second bomb that everyone quits. No notice, no negotiations. Just quit.
For every IBM, there are 100 Blockbusters. For every General Motors, there are 100 Polaroids. You can bet the leaders in your category will one day be in trouble. You can catch and pass them.
Just like unions of the 1940s, there is a societal shift toward worker empowerment. If you’re first in your category to embrace this shift, you win. Resist, and you lose.
You’re thinking about buying something and an acquaintance says, “Don’t do it; I bought that / hired them and it was a total waste of money. I got screwed.” Generally speaking, we believe them.
Marketing in 2021 cannot be like 2019. Too much has happened. Society suffers from post-traumatic stress disorder. To think everything will return to normal is to believe the last 16 months never happened.