The same "change" that Toyota introduced decades ago, has to be applied to marketing and creativity these days... Fragmented media and consumer attention... We are impatient, we want everything done yesterday.
Of course, we are talking about Real Time Marketing, but not only real time: it's the lean philosophy in its entirety that has to be taken into account. Agile development, short cycles, trial and error, etc
Strategy is overrated. Digital startups are showing us the way to success in our century. Innovate: think fast, create something people can use as fast as you can, listen, fine tune, try again...
A new methodology for times where the user is the king. Empowered users deciding everything one click at a time. You have to make People -not Product/Brand or Service- your new compass.