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Watch the World Change

By: Drew McLellan

 

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Now that we’re a few months into the new year, I hope that you have more than begun to sketch out your plans for 2020 and beyond. As you push into 2020 and map out your plan for 2021, it’s a good time to channel your inner marketer and lean on your curiosity and imagination. You’re going to need them.

Think you don’t need to look ahead and anticipate how your world will change in the next year or two? Consider this: According to the World Economic Forum (in their report The Future of Jobs) 65% of the children entering primary school today, will end up working in completely new job types that do not yet exist.

Another example? According to Forbes, Airbnb is valued at about $25.5 billion, which is more than hotel giants Marriott ($20.90 billion), Starwood ($14 billion), and Wyndham ($10.01 billion). Hilton Worldwide is valued at $27.7 billion. Keep in mind — Airbnb doesn’t own a single hotel room.

The biggest mistake we can make as business leaders and marketers today is assuming that tomorrow will resemble today. That was probably never a wise position to take but today, it’s the kiss of death.

We must be purveyors of what’s coming next. We can’t afford to be surprised. In some cases, businesses have not survived being surprised.

If you want your curiosity and imagination to be firing on all cylinders, you need to keep feeding them new ideas and connections. This is especially true if you’re going to be considering what trends and cultural shifts might influence your company, your customers, your employees or the marketplace.

Here are some books, websites, and podcasts that will give you some additional food for thought as you march through 2020 and work on your 2021 plans.

Books

  • The Industries of the Future by Alec Ross
  • A Whole New Mind by Daniel Pink
  • Abundance by Diamonds & Kotler
  • Outliers by Malcolm Gladwell
  • The Inevitable: Understanding 12 Technological Forces that Will Shape Our Future by Kevin Kelly
  • The Truth About Your Future by Ricin’s Edelman

Websites/enewsletters

  • Trendwatching.com
  • Trendhunter.com
  • Springwise.com
  • PSFK.com
  • JWTintelligence.com
  • TED.com
  • Coolhunting.com
  • Web.SparksandHoney.com

Podcasts

  • Trends with Benefits
  • Trend Following with Michael Covel
  • Small Business Trends
  • Stuff You Should Know

I’ve just scratched the surface but you should be able to find a handful of new resources here that will help you and your team explore what’s coming ahead and how you can take full advantage of it.

You might want to keep a few of these as a part of your daily diet. Things are not going to slow down any time soon.

Published: March 13, 2020
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Source: McLellan Marketing

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Drew McLellan

Drew McLellan has owned an advertising agency for almost 20 years, serving local, regional and national businesses. He also coaches hundreds of agencies on business best practices through peer to peer networks, workshops and consulting.  Drew is often interviewed/quoted in Entrepreneur Magazine, New York Times, CNN, BusinessWeek, and many others. The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.” He blogs at both www.DrewsMarketingMinute.com and www.BuildABetterAgency.com.

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