Has the buyer actually changed? Or for that matter has their journey really changed? In this last episode before the holiday break, Mike and Doug discuss the perceived notion around how businesses react to the new year and potential change it brings.
When we talk about change, we think change and status quo are mutually exclusive. All the news that the buyer has changed is true, but it's also true that the buyer hasn't changed. We have a tendency to want to feel in control of our own destiny which could be a reason that the buyer has started to take over their own journey. Yet we have to ask ourselves, is this a change that the buyer now wants to navigate their own journey? Both Mike and Doug agree that this has actually always been the want from the buyer except they didn't have the abilities to do so years ago.
Business is about two things - content and distribution. On the buy side, it's problems, resolution, and path of least resistance. The formula hasn't changed! Just because it's simple doesn't mean that it's not complex. Think about that one for a bit. We have a tendency to make things complicated rather than embracing the complexity. A well designed system makes the complexity invisible so it feels simple and effortless. We're all striving for simple and effortless, but what we don't understand is simple and effortless only occur when there is a beautiful design to the complexity of the system. You actually have an inverse relationship. The more complex the system, the more simplified. The simpler the system, the more complex it feels. We keep trying to make our systems simple and then we wonder why we're dealing with all this friction. Let's embrace the complexity. Let's not change the game, but let's change the world.