The marketplace is continually in flux. And it is often ruled by fear.
A few years ago the housing market looked like manna from heaven. A money tree. A bubble that
would never burst. Last fall, some economists were predicting depression.
Today, many of my colleagues in the advertising and marketing business have either gone out of business or laid off staff. Why? The easy answer is that their clients stopped spending. But the bigger part of the story is fear.
But good marketing and communications strategy is not ruled by fear. It is fearless. Yes, markets change. But that change often brings unexpected opportunity. When I started my green marketing agency with a focus on LOHAS, wellness promotion, wellness marketing, renewable energy marketing and environmental communication 20 years ago, marketing experts said I would never make it. They were wrong.
Was it easy? Not at all. But with the challenges, came tremendous ability to not only get outside the box, but to burn the box. To throw out rule books and make my own. And most of all, to move outside the fear-based business model and instead of following the swing of the pendulum—to simply observe it. Without fear.
A few years ago the housing market looked like manna from heaven. A money tree. A bubble that
would never burst. Last fall, some economists were predicting depression. Today, many of my colleagues in the advertising and marketing business have either gone out of business or laid off staff. Why? The easy answer is that their clients stopped spending. But the bigger part of the story is fear.
But good marketing and communications strategy is not ruled by fear. It is fearless. Yes, markets change. But that change often brings unexpected opportunity. When I started my green marketing agency with a focus on LOHAS, wellness promotion, wellness marketing, renewable energy marketing and environmental communication 20 years ago, marketing experts said I would never make it. They were wrong.
Was it easy? Not at all. But with the challenges, came tremendous ability to not only get outside the box, but to burn the box. To throw out rule books and make my own. And most of all, to move outside the fear-based business model and instead of following the swing of the pendulum—to simply observe it. Without fear.
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