Don Dalrymple — May 5, 2017 
“The future belongs to those who learn more skills and combine them in creative ways.” ~ Robert Greene
Things work … until they don’t.
We bought stories previously that made sense. Advertising works because people pay attention. A horse and buggy is the way to travel. Everyone should meet for lunch to do business. Conglomerates are responsible for the news.
There were entire industries and armies of workers ready to fulfill what scaled and worked. And there was reward for a time with cash flow and stability that all the participating players enjoyed.
However, we don’t have the luxury of a static world that simply allows us to drink forever from a wellspring of opportunity. Too often, we have to get slapped hard out of our delusion and heed Baltasar Gracian’s words,
“Fortune soon tires of carrying anyone long on her shoulders.”
We did not have a world where everyone carried a supercomputer in their pocket, 24/7 news continually streamed and anyone could put their opinion out in the endless information stream of social platforms. The story people tell themselves continually changes and consumers are able to make choices for themselves on their time, attention and buying based on convenience and innovation.
I can remember too many times where work was hard. Building systems, sales engines and collaboration processes were hard. It’s much easier. We don’t have to code anymore or lay out inflexible, expensive requirements to test our ideas. We don’t even have to be perfect from the start. We can try what we conceive and tear it down and rebuild technologies and platforms to see if they work in reality or not.
Innovation is sweet and relentless.
We don’t even have to sweat the underlying mechanics or even hope for infrastructure.
However, the flip side of innovation is that it threatens the current position you find yourself in. Things will be different. They have to be. The collective is forcing and demanding better, faster, cheaper and entertaining.
Whether you align and reinvent yourself today or are forced to change when the world ignores your value is not something you control.
IT will be different. So will education, medicine, law, marketing, and every other industry out there that has enjoyed some form of stasis.
Sure, there’s a latency for Luddites that can ride the down wave. However, they can’t control the forces at play and the demand side that is creating this ridiculous pace of innovation we are all riding and insisting on.
The strategy for the value provider that wants to get paid has to move towards continual relevance. You have to stay in tune with what works, but you don’t need to get so far ahead that consumer demand lags.
Reinvent yourself by:
- Having a parallel path of selling/doing that ramps up while your current cash flow ramps down.
- Experimenting with and integrating new technology that makes things more convenient for your customers.
- Creating new use cases for your competencies.
- Selling something new and test for traction.
The last thing you want to experience as a businessperson is irrelevance. Fear and comfort can blindside you. The great news is that you can always get ahead of the inevitable changes to your position by keeping your own innovation habits in play.
What’s next for you and how can you keep reinvention continuously going?
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