Changing the future

That's what marketers do, after all. We spend time and money to change the role of our products and services sometime in the future (whereas salespeople try to change the now). Changing tomorrow is really, really difficult. It's expensive and abrupt and rarely works out for the best. Which is why the worst time to change your marketing is right after 60 Minutes calls on the phone. Tomorrow is so close, it's probably going to go down the way it's going to go down, regardless of what you do. Changing the future of tomorrow is tough. Changing next week's future is a little easier, next month is easier still. You can lay the groundwork now to change your team and your products and your story so that over time, you're in a different place than you are now. Changing next year, though... that's really hard. It's hard because a year is so far away, you can count on the world being a very different place by then. Something to think about if you're running for President, building a website or selling services to a big corporation.

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