Management is efficiency in climbing up the ladder of success, Leadership determines whether the ladder is leaning against the right wall – Stephen Covey

I’m subscribed to a lot of email newsletters and attend a number of conferences every year connected with the online advertising space.

It appears to me that even today, in 2015, 90% of what I hear and see are ways to ‘hack your leads’, ’10x your clicks/views’, ‘formulate your headlines’ and so on. All of these are good but are temporary devices used to game the system.

What this advice continually overlooks is the context we live in today:

  • We are marketing to people,
  • … who we are now in relationship with,
  • … over time

Even if you used all of the above tips and tricks, could you keep your audience engaged day after day, week after week, month after month, year after year?

The problem is that even though the Connection Economy is disrupting the Industrial Economy (see Uber, Xero, AirBnB) in niche after niche, we are in a period where both systems currently coexist.

The deception is that small, closing windows still exist where the broadcast, one-way Industrial approach still works, so why change since it is still possible for Managers to climb up the Industrial ladder and meet with some success.

Leaders looking beyond the next quarter, recognise the world has completely shifted.

The Industrial Wall is being dismantled piece by piece and the Connection Economy is most certainly here to stay.

Which wall is your ladder leaning against?

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