@RandallCraig (follow me)
www.RandallCraig.com: Professional credentials site
www.108ideaspace.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com: Interviews with the nation’s thought-leaders
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Make It Happen | |
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Was there really a surprise that Donald Trump won the American election? Or that Justin Trudeau won the Canadian one? Or that Brexit happened?
While Americans may eventually rue their choice of president, these three results have much in common:
Putting aside the debate performances, the health issues, the size of the rallies, and the television commercials, it is these four fundamental factors that opened the door to outsiders. People don’t want to be told how to think, and they want to hear ideas that personally resonate.
At the same time, people do have problems with politicians who are sexist, vulgar, lying buffoons (of course I am thinking of the former Mayor of Toronto, Rob Ford, another outsider), and there are many intelligent voters who never would vote for politicians who are this way. But at this point in time, it seems the number who don’t want to be told how to think “trumps” the number who have bona fide concerns.
Interestingly, all of these outsiders are really just following a basic marketing 101 approach, albeit with their own unique angles:
The most important lesson these elections hold for marketers is more fundamental: Markets are in the midst of one of the most significant transformations around: did the taxi industry (or taxi regulators) think about Uber a few short years ago? Or the hotel industry about Airbnb? Or the Republican party Donald Trump? New players, new technologies, and new ways of thinking are rocking traditional players to the core.
This week’s action plan: Do you really think that you “know best” for your prospects, clients, or members? Do you really think that what you see, hear, and read provides balanced input for your decisions? And do you really think that each year, business (and life) will continue on its incremental journey, step-by-step without disruption? If so, your version of Donald Trump (or Justin Trudeau) is just around the corner. This week, do something about it.
Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.
Randall Craig
@RandallCraig (follow me)
www.RandallCraig.com: Professional credentials site
www.108ideaspace.com: Web strategy, technology, and design
www.ProfessionallySpeakingTV.
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