In this volatile era, the positioning and packaging of entities can change fast.
One day, the Trump Administration seems able to navigate effectively each and every crisis. Then, it is delivered a major setback as with Trumpcare.
The media, opponents and even former loyalists get it: Donald Trump et al. are vulnerable. Those in the legal sector poised to attack Trump's initiatives know the timing is right. And timing is everything.
Where else are the sharks headed?
TECHVILLE. The troubles Uber and Theranos are having have confirmed the speculation that tech may be in a bubble. Now, that mindset has shifted beyond that.
The mindset has shifted to how Techville will appear after the bubble bursts. No one has missed that Google advertising, which is a major source of revenue, is under attack by corporations such as AT&T.
There won't be the carnage of the implosion of the dot.com era. But the shake-out could wipe out some investors.
TRADITIONAL HIGHER ED. Millennials and the oldest of Generation Z are talking "trade school." They have noticed that truck drivers are in demand and can earn an old-fashioned middle class wage. Many long-haul training programs last about eight weeks. Tuition ranges between about five and eight thousand dollars.
Also, online education has been proved out. In fact, more of my assignments are coming from that sector. What more of online education providers offer is certification. Not degrees.
On job applications, currently there are slots for listing those certifications. Probably I would be more marketable if I became certified in Google AdWords than if I did an MBA degree.
E-BOOKS AS MARKETING TACTICS. The glut has deep-sixed that approach. Also, we have all wised up: Once we agree to provide our information in exchange for the free download we will be "harassed" forevermore by that marketer.
Print books which are purchased from Amazon are back. More prospects are approaching me to research and ghostwrite print books. Yes, they remain the price of entry into BigBranding.
VENDORS BEING TREATED BADLY. Supply chain management is everything. We vendors know our power. We are pushing back on what we perceive as unethical or even inept behavior of those who approach us for services.
A business is only as good as its supply chain. Vendors could enhance or tarnish a brand. It was Don Draper on "Mad Men" who helped make the Kodak brand so powerful. Here, you can bear witness to that being played on.
EXPERIENCE ECONOMY. In tourism, you bet, the experience economy still dominates marketing. That's one more reason that Airbnb is thriving. It blurs the line between tourist and native.
But, in other sectors, the experience economy is losing its power to attract business.
Take supermarkets. At one time, we would opt to pay a few cents more to shop in Giant Eagle or Kroger's for the ambiance. Then hard times came. Big boxes like Wal-Mart got our business. We have stayed.
The same applies to the gentility of Barnes & Noble. If I wait just a bit, I can order a best-seller used on Amazon for huge discounts. I have created my own genteel nest in my e-cottage where I not only bunk but work. It even contains a shrine room for meditation.
No longer do I need to soak up what Barnes & Noble had created to help us feel relaxed and whole. How long can the distressed retailer remain in business? Like, who cares. That seems on the way to over.
INTELLECTUALISM. Even think tanks, BigLaw and management consulting firms have to produce content that positions and packages the data and message in user-friendly-speak. Software development focuses more and more on the user experience (UX). Target markets have no patience with elite rhetoric. Simplification, down-to-earth illustrations of the points and a flash of wit are needed.
Soon after they settled in, the Puritans established Harvard. But, don't kid yourself, the American economy has run on extreme pragmatism. So, it's puzzling why university professors still require those old-line erudite research papers that use all those big words and copious footnotes. Instead, students should be learning how to create content which persuades - in an efficient manner.
In an OH public library, which has become a Third Place, there are discussion groups which go by monikers like "Socrates." Attendance isn't brisk. There's plenty in a name when it comes down to attracting participants. The library should run a contest for sticky names.
Takeaway: Entities which are determined to stay in existence have to anticipate when they will be shark-bait. And be pro-active in planning how to manage that crisis.
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