Harnessing the Constant in an Ever-Changing Business World

I recently attended a business conference where I found myself bombarded with a whirlwind of insights, scribbling notes as fast as I could. Among them, one particular item stood out: a video clip of a 2012 interview between Werner Vogels and Jeff Bezos.

Their dialogue opened a new perspective for me and went something like this:

Jeff Bezos: "I very frequently get the question 'What’s going to change in the next 10 years?' I almost never get the question, 'What’s NOT going to change over the next 10 years?'

The latter, he argued, is the more critical question because it forms the foundation for a lasting business strategy.

Bezos went on to note, 'We know customers want low prices, and I know that is going to be true 10 years from now. They want fast delivery, they want a vast selection...it’s impossible to imagine a customer 10 years from now saying; I love Amazon, but I just wish the prices were a little higher, the delivery was a little slower, or you just have too many products to choose from."

His statement holds true now, more than 10 years later.

The idea is profound in its simplicity.

As business owners, we often get caught up in trying to differentiate ourselves, searching for that unique, shiny concept. However, the real differentiation, the aspect that truly interests your audience, is in addressing what remains constant.

This has prompted me to reflect on my own business and the needs of my clients. In an ever-evolving digital landscape, one thing remains constant: the power of LinkedIn as a tool for building and nurturing professional relationships. Despite updates and new features (a mere 164 this year), LinkedIn's core value lies in its ability to help members forge successful connections.

This is where my role comes into play. I guide my clients in strategically utilizing LinkedIn, not just as a platform for networking but as a powerful tool for transforming those connections into valuable, warm leads. In my experience, the most persistent challenge for my clients is not just making connections but in nurturing these connections into relationships that yield business opportunities.

It is hard to fathom a potential customer dismissing a conversation about the unchanging challenges of their business.

So, I pose a challenge: Reflect for a moment on what will NOT change for your customers in the coming years. Assess how this insight can shape your approach to serving them.

While we are often advised to dig deep into the problems we solve, the solution might be simpler than we think. Understanding what stays constant for your clients could be the key to addressing their most crucial needs. This approach, though straightforward, could be the cornerstone of a strategy that stands the test of time.

If you are interested in watching the Bezos interview, you can catch it here.

ABOUT

Benita Samuels is a digital and social media strategist and LinkedIn subject matter expert focused on helping sales executives and their teams, mid-market organizations, and entrepreneurs understand how to leverage the digital and social landscape by building meaningful relationships with their communities that move them from connections into customer conversations.

As a strategic thought leader, Benita has overseen countless traditional and digital campaigns, from complex website development and social activations to integrated campaigns, including corporate events and consumer promotions. Introducing S.Pellgrino??Natural Sparkling Mineral Water to its social audience and identifying and connecting Playtex Baby with new moms during nighttime feeding are just a couple of brands she has helped become digitally visible to their audiences.

Today, she leads a team of independent category experts to support the digital and social needs of a broad array of clients, as well as promote and speak on the importance of being digitally visible and the power of LinkedIn.

A LinkedIn subject matter expert, Benita promotes the use of LinkedIn as a business networking and lead generation tool. To learn more about Benita and the Visibility Solutions Group, you can find more at www.visibilitysolutionsgroup.com | www.dhirubhai.net/in/benita-samuels |