Trend 4: Focus on disruption rather than protection Okay, let’s move on. A marketing mindset perceived the world as a battlefield. You need to capture your market share and then protect it. Marketing people are sure that everyone wants to compete with them, steal their secrets and copy their successes. So for them, the world is actually a threat. In FMCG (Fast-Changing Consumer Goods), a market where marketing was born, this mindset has become the only way to survive.
It was too easy to copy products from each other. So, for thousands of non-unique products, the only difference was the brand name and marketing presentation. What’s worse is that the protection applies not only to competitors but also to customers. “Protect” the product from Canada Email List customers who find out about the real features or side effects and don’t kiss the buyer and ruin a sale. As we well know, this kind of actions have caused serious health problems for thousands of loyal customers. As the commercialization-era money sign put it, “If the money is there, who cares.
Even in the organizational structure, they have different departments competing for budget and power. They perceive reality and business as fragments that can be changed or upgraded separately. That’s why their products usually look like Frankenstein’s monster, different pieces that don’t fit together. And, of course, they take a long time to develop because different departments have their own opinion. Therefore, these best commercial intentions can seem very frustrating from the user’s perspective. Imagine a shiny, attractive restaurant with a messy, dirty kitchen. Would you like to dine in such a place? For example, a bank decided to move its authorization process to an all-digital flow. To make it secure enough, they provided it through another app.