This will probably be the 47th article you read today that tells you how marketers need to learn to adapt — that consumers have too many choices, too little attention and no patience for a poor experience. Let me remind you that the world is changing, rapidly. You can change with it or be left behind.
We’ve explored how to address uncertainty in many areas of business. Agile methodologies have done a great deal to help software development teams adapt to inevitable uncertainty. Lean manufacturing has transformed how we create physical goods.
Innovative organizations are beginning to understand how applying those philosophies to marketing can produce similar outcomes.
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