Early mover advantages are real. No era of business lasts forever, but companies are made by timing the trends. And there's a pattern to this timing. A current big shift is underway. The kind that happens once a decade. The digital age has grown up and we've moved from the 'How' economy to the 'Who' economy. Buyers are no longer asking "How do I", because the Infocalypse is overwhelming. They are asking "Who can help me". This shift requires new Go-To-Market strategies. It requires connecting with those buyers trust for Intel, Intros, and Influence at every stage of the journey, vs just trying to reach buyers directly with the best info. That's called Nearbound. And it's unfolding as we speak. Here are the typical phases of these kinds of processes: 1-Market conditions shift (new tech, new sentiment, new regulation, etc.) 2-Radical, early stage b2c companies adjust first 3-Mainstream b2c adjusts second 4-Early b2b cos adjust next 5-Mainstream b2b adjusts next 6-Nonprofits adjust when the shift is all but played out 7-Governments adjust ten years too late or never We're somewhere around stage 3-4. The early movers reap huge gains. Those gains decrease as it becomes standard practice needed just to survive. Those who don't adjust die. Do you have a #nearbound strategy yet?
I use this with the vendors and clients I work with - ABI - Always Be Innovating
Agree Isaac Morehouse I think we still very early in the adoption curve, although the awareness has accelerated, the HOW to do it, and how to do it programmatic is still evolving. Look forward to seeing more #nearbound case studies leading the way
Great framing here. The "undeniable shift in the world" somehow everyone always "gets," but then somehow abdicates their own role in adjusting for the new world.
Forensic Toxicology Consultant
1 年I don't want to die and you've only left me one choice - Nearbound it is.