"Disruption is no longer episodic; it's the operating environment. One of the most important roles a CMO can play today is to create clarity amid constant change. That starts with anchoring your organization in what will not change: your consumer, your purpose, and the standards you hold yourselves to. Practically, that means building teams that are comfortable with innovation but disciplined about where they place bets."
"There continues to be rampant commodization across industry, making it very difficult for organizations to differentiate themselves. Add to this massive global uncertainty, continued economic headwinds and an overall distrust in brands and you have an environment primed for even more continuous business disruption. As a result, nearly every category is finding that it needs to practice the old adage "change or die" in order to not only survive but thrive."
Rampant commodization, global uncertainty, economic headwinds, and distrust in brands have created an environment of continuous business disruption across categories. Organizations must adopt a change-or-die mindset to survive and thrive. CMOs should create clarity by anchoring their organizations in unchanging elements: the consumer, purpose, and internal standards. Marketing teams need comfort with innovation combined with discipline in choosing where to place bets and which platforms genuinely solve consumer problems. Investment in upskilling and a marriage of empathy with purpose help build winning cultures, deliver better consumer experiences, and improve overall business outcomes.
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