We don’t just live in a VUCA world - a volatile, uncertain, ambiguous and complex world - we live in a super VUCA world. We live in a vibrant world where our kids are connecting to each other and to brands across the world with no money involved. To us this is a world that’s gone crazy.
Strategy is dead. Who really knows that is going to happen anymore in this super VUCA world? The more time and money you spend devising strategies the more time you are giving you rivals to start eating your lunch.
This is a strange capitulation.
The world hasn’t gone crazy, it’s just different from what it was 5, 10, 20,50 years ago. And that’s a natural process. 100 years ago we didn’t have TV. 45 years ago we didn’t have the Internet (and it didn’t become publicly available until the late 1980s). 6 years ago there was no iPhone. It’s just that the rate of change is speeding up and simultaneously touching on more aspects of life, business and culture than ever before.
What’s different about this round of change is that everyone’s affected by it, at the same time. And this throws a lot of things (and people) out of balance.
Marketing and strategy are not dead. They’re just changing, too.