Changing The Game is Useless if You Still Can’t Win

Markets generally favor big entrenched companies.  I say generally, because in an industry that changes as rapidly as inbound marketing and data management, getting entrenched is virtually impossible.   Technology is changing at an eye-popping pace.  One game-changing product appears and takes precedence until another one changes the rules yet again.

It’s like fighting every war fought in the past two centuries in the space of a few years. One side starts winning using single-shot, muzzle-loading smoothbore muskets. The other fires back with breech-loading rifles.  Someone else steps in with Maxim machine guns and sweeps the field until they’re crushed by a wave of tanks. Then the tanks get taken out by fighter planes, which get shot down by air-to-ground missiles.  You get the idea.

Companies with the most resources usually wind up winning, but that isn’t always the case in this lightning marketplace, where changing rules influence buying patterns overnight.  It doesn’t take a big company to introduce a revolutionary product.  Those are most often created by small, forward thinking companies run by seasoned entrepreneurs dedicating to providing their customers with a uniquely superior value proposition.

Plenty of companies have introduced revolutionary, game-changing products.   Google, Apple, and Facebook immediately come to mind.  And yes, they’re big companies now, but they changed the came when they consisted of a few pasty-faced teenagers hunched over a computer screen in a filthy dorm room.

Even a revolutionary product needs an experienced management and support team to enable its creators and their customers to leverage that product, outpace their competitors, and grow.   To further stretch the war analogy, selling a few thousand M-16’s to Robert E. Lee wouldn’t have helped the South win the Civil War unless they came with instructions.

Google, Apple, and Facebook may have introduced game-changing products, but more importantly, they had the leadership and support necessary to help them not only change the game, but win it.

Author: Seth Heyman
Seth D. Heyman is a California attorney with extensive experience in advertising and marketing law, corporate law, contracts, governmental regulations, international business, and Internet law. He has counseled numerous successful companies, both public and private, and was responsible for regulatory compliance, contract management, corporate governance, and HR best practices for multiple organizations in many diverse industries, including marketing, telecommunications, energy, and technology development. He offers insight and guidance on federal and state direct mail, TV, radio, telemarketing, and Internet marketing laws, as well as online promotions, Internet privacy, data protection regulations, and similar matters.

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