You don’t know shit from Shinola.
Ever heard that saying before? This World War II era colloquialism caused a movement to revive the American watchmaking industry and with it bring to Detroit yet another chapter in its storied history in manufacturing.
For years I’ve written about how the 4 Ps of Marketing, Product, Place, Pricing, and Promotion represented a dated perspective of customers and markets. In an era of connected consumerism, one could argue the merits of any of “Ps” and whether or not they’re still relevant. I suppose that’s a debate for another time. Instead, I’d like to introduce of two additional Ps that will propel a decades old concept and modernize it for a social economy.
Digital Darwinism is a phenomenon when technology and society evolve faster than the ability to adapt. And, it threatens rigid and traditional practices everywhere. It’s no longer just survival of the fittest, but also survival of the fitting. Businesses must earn relevance and to do so requires much more than adoption of the latest technologies or launching endeavors in the latest social or app flavor of the month.