Starmer, Amorim and B2B Marketing

New year, but some things never change.

It strikes me that, more than ever, we live in a ‘I want it now’ society.

Without being all political, here in the UK, the governing Labour party are well and truly under the cosh as the country wrestles with low growth, inflation and an interminable culture war. Having been in power for all of six months, Keir Starmer’s argument is that he needs time to right the ship after the efforts of the previous administration. Commentators pile on irrespective.

On more trivial matters, my beloved Manchester United continue to find increasingly farcical ways to plumb new depths as a once great global sporting institution flirts perilously close with relegation from the Premier League. One day, this epoch in the club’s history will be a case study in gross corporate mismanagement. The idealistic new head coach, Ruben Amorim, says that he needs time to right the ship after the efforts of the previous administration. Commentators pile on irrespective.

These examples have gotten me thinking. Real change requires a mindset shift and a collective willingness to allow new policies and processes to take hold, all of which requires time which is constantly at a premium. This is arguably why pragmatic approaches win out, resulting in a status quo that leaves everyone broadly dissatisfied, but it is often enough to keep heads above parapets.

As my mind drifts towards the world of B2B marketing in 2025 and beyond, I cannot help but see the parallels. I will be spending time with clients and prospects, encouraging them to push the envelope when it comes to how they show up in the marketplace, imploring them to be brave in their positioning, messaging and delivery, even if this feels discomforting and results in awkward introspection about the short-term growing pains.

Is it better to tread water, avoiding probing questions but ultimately doing average work, or to put a stake in the ground and strive to be different? I know where I am placing my chips…

Have a good one!