Dharmendra Satapathy

Sunday, April 26, 2009

The future cannot be seen with a rear view mirror

In order to stay ahead one needs to look into the future. Deep analysis of the history of your brand, competition or category does not provide the answers for remaining nimble and ahead of others. The link http://economictimes.indiatimes.com/articleshow/4432727.cms?flstry=1 delves into this in some detail. Key take outs

1) In a digital world boundaries get blurred. Hence Apple - famed for computer prowess competes with Sony (Video and sound), Nokia (phone), Nikon (camera), Ninetendo (gaming) through its Iphone. Hence look beyond the boundaries of your category. The connections that can be made with neighbouring categories is one of the keys to unlock the future.

2) The future cannot fit into contours that the past has defined. The future may not have any resemblance to that of the past. I often wonder whether I will consume video on TV, Laptop or IPhone or for that matter whether I will surf the web on computer, TV or the Iphone. I wonder whether appointment viewing will have any significance in the future save for live events. All shows will be on demand flowing from the numerous servers.

3) A stark truth that hits you is how one's personal behavior pattern is overlooked while making professional decision. For example while a marketeer consumes Internet media for 90% of the time, he just deploys just 5% of his media budget for this media vehicle. His media plan is usually dominated by historical considerations.

4) Paying attention to discussions and opinions about the brand will be more yielding than traditional research with heavy users.

1 comment:

Unknown said...

Interesting piece