There’s a well-known quote from Amazon founder Jeff Bezos where he says: “I very frequently get the question: ‘What’s going to change in the next 10 years?’ And that is a very interesting question; it’s a very common one. I almost never get the question: ‘What’s not going to change in the next 10 years?’”
This is a very interesting exercise. Of course, we shouldn’t exclusively concentrate on the things that are not going to change at the expense of things that might. But we should be aware that anything we put in place now to support the unchanging fundamentals will not be wasted. In marketing, will we still have websites and can we create content for them which will still be relevant (albeit updated) in ten years’ time? Will email still be around, justifying an effort to build an audience?
Even more importantly, what about our company’s USPs and technologies? Much will change beyond recognition, but some things are unlikely to. Are we paying them enough attention or taking them for granted?