Predicting What’s Next
Industry Predictions
12.16.2008
In communications, we forecast consumer trends, media audiences and client spending. But it’s getting harder to predict what’s next in our industry, because few things change faster than how we communicate. Instead of incremental changes that take years, we see changes in months or even weeks.
With all the recent changes in the communications industry – media fragmentation, the Web, social media and consumer journalism – perhaps the one that is most profound is the pace of change. Everything simply happens faster.
As we look to what’s ahead, I don’t think it matters what the next communications tool or channel is. Will it be digital? Will it be mobile? Will it be more intuitive? Probably all of the above, but that’s not the point.
What will matter most is that it’ll be here before we know it – and before we’re ready. And existing communications channels will continue to evolve at a much faster rate than we’re accustomed to.
Success for corporate communications teams, marketing departments and their agencies will hinge not on predicting change, but rather on their ability to embrace the pace of change.
Adaptability and responsiveness will be all-important qualities for communicators. The ability to quickly access and synthesize information will rival experience as a critical decision-making skill. Agility will be as essential as creativity in problem-solving.
So don’t worry if you aren’t very good at predictions. Instead, pay attention to how responsive you are to change, opportunity or crisis. That may be your best litmus test for surviving whatever comes next.
