This post continues my series on Mental Models.
Without sounding like a broken record, digital has added a huge amount of complexity to marketing (although on the flip side, also a huge amount of opportunity) . The problem we face is the pace of change at the moment - attempting to stand up against the tide of innovation can feel hugely daunting.
There is a great quote from Jocelyn K. Glei from Maximise Your Potential that sums this up:
A substantial portion of the working population now earns its livelihood doing jobs that didn’t exist ten or twenty years ago. And even if the nature of your job hasn’t changed, chances are you’re using new and unanticipated technology and skills to perform that job. Think of the designer who blogs, the comedian who tweets, or the filmmaker who raises a budget on Kickstarter.
Ten years from now, we’ll probably all be doing some new type of work that we couldn’t possibly imagine today. That thought is both exhilarating and frightening. How do we prepare for a future filled with uncertainty?”