Communication and marketing have changed drastically over the past few years. The language of print, radio and TV has been replaced with terms like “SEO,” “time on page” and “conversion rate.”
If you’re still following the same methods you used five years ago, you’re way behind. Even people who graduated from prestigious marketing and communication schools just last month will soon find many of the methods they learned in the classroom obsolete.
In a world where everything changes so fast, how do you stay ahead? How do you stay relevant? How do you make sure your team is on the cutting edge and using the most effective methods for finding new customers and fostering relationships with your existing customer base?
The best way to stay ahead of the game is to build from within. In this new world, experience and education count a lot less than they used to—and entrepreneurship matters a lot more.
The future will be shaped by builders—those who create economic energy where none previously existed. Builders masterfully recombine resources into new products and services, thus creating new customers and opening new markets that no one anticipated.
You might be thinking, “My team already has people devoted to innovation.” But innovation and building are not the same thing. Rarely will you find an innovator who is also a builder or a builder who is also an innovator. So, you need to identify and develop innovators andbuilders on your team.
A great innovation has no value until an ambitious builder identifies an unmet market need, wins the competitive fight for corporate resources, navigates the rough waters of organizational politics, turns underdeveloped ideas into fleshed-out communication plans, creates new followers and subscribers—and most importantly,...
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