I often talk about how we are in the most disruptive time in human history and that political marketers are innovating faster than corporate marketers.
A political marketer’s pace is based on one key factor and the ultimate scorecard — Election Day. It creates a “win or die” mentality and forces speed, innovation and accountability with each and every marketing campaign.
We either disrupt ourselves daily or we are out of business forever.
I have a keen eye on businesses that are innovating but also, those industries that are as slow as a turtle to adapt — and thus dying.
Let’s take a step back and look at one of the first disruptions that killed an industry — the music business.
Over twenty years ago, Napster entered the marketplace and brought more choice and convenience (download one song for free instead of buying an entire CD for $15.99) to the market, but soon enough, it caused the music industry to collapse. While Napster may have caused the disruption, Apple/iTunes created an entirely new economy off the backs of the music industry’s decaying corpse.
The world changed forever.
Which brings us to the next industry that is in the midst of a total and utter collapse — the brick and mortar retail industry.