The threatened opening line of an email to a client this week, and a reflection of their, no my, inability to convince them that the market has changed.

“But this is what we did last year and we’ll just do a little bit more this year”…. Not unless you change the tools, unless you change the rules, unless you change the way you look at things, the chances are it won’t work!

People have stopped buying the way they used to buy. Whether they are buying iron ore train loaders or TV’s or fruit and veg.

Will they ever return to those same values and processes? When we look around we don’t see any indication that that is likely. The implications therefore are that we need to change to meet the market.

Not be that hard, define your real value, identify what people are paying for in the market and hopefully hitting that spot….. or at least initially competing in that space.