There was a man who was working on an oil rig in the North Sea. After an explosion killed most of his crew, he was stuck on a burning platform in the middle of the ocean. With his life flashing before his eyes, he had the choice to stay on the burning platform with the certainty of death, or to jump into the freezing water and into an uncertain death where he may or may not be rescued.
As marketers, we are constantly standing on a burning platform. We have two options: to cling to the classic strategies and tactics that we know, or to jump off into the uncertain with the hope that we will reach new possibilities, always knowing the possibility of death. It's better to face uncertain death than true death. Marketing is always changing and we are constantly faced with new possibilities that present risks. Davy Ratchford said "What got you here, won’t get you there; you’ve gotta keep going" Our job is to evolve, we are ALWAYS on a burning platform. If you don’t innovate— you burn. Inspiration for this post came from a lecture given by Davy Ratchford at the LDS Business College.
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