learn from the greats The flexibility and adaptability of businesses such as Apple, HP and Microsoft is extremely high. Just like their counterparts – Costco, Walmart and Amazon – they are not wedded to any particular platform, channel, technology or tool. Just like their counterparts – Volkswagen, Toyota, and General Motors – they are well […]

learn from the greats The flexibility and adaptability of businesses such as Apple, HP and Microsoft is extremely high. Just like their counterparts – Costco, Walmart and Amazon – they are not wedded to any particular platform, channel, technology or tool. Just like their counterparts – Volkswagen, Toyota, and General Motors – they are well aware of the trends in marketing, marketing practice, consumer conditions and consumer behaviour. Just like Total, Shell, and BP, they know which trends are important and which are just fads. Technologies such as virtual reality, GPS and gamification are important, but they will come and go. Tools such as content marketing, social media, and search marketing are important, but are little more than means to an end. The important trends are those that stem from a growing understanding of human beings: Certainty Variety Connection Significance Growth Contribution The important trends are those that stem from…