Marketers love trends, don’t we?
We love testing new things…
… nothing wrong with that at all.
But should we focus on new things or on the stuff that doesn’t change?
Here’s what Les Binet, leading marketing effectiveness expert, thinks:
Les isn’t the first to recommend focusing long-term on the stuff that doesn’t change.
Amazon boss Jeff Bezos once said:
“I very frequently get the question: ‘What’s going to change in the next 10 years?’ I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two — because you can build a business strategy around the things that are stable in time. In our retail business, we know that customers want low prices, and I know that’s going to be true 10 years from now. It’s impossible to imagine a future where a customer comes up and says, ‘Jeff I love Amazon; I just wish the prices were a little higher,’ [or] ‘I love Amazon; I just wish you’d deliver a little more slowly.”
What do you think?
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