Being smart in business means knowing whatÕs just around the corner. It means thinking ahead and preparing for inevitable changes that will impact the way business is conducted. This is what allows a business to be resilient and to thrive in a changing environment. Digital marketing is no different.
In fact, in his book The Personal MBA, author Josh Kaufman discusses the value of counterfactual simulation. This means imagining future possibilities and then preparing for them.
LetÕs say that you have a big business that is doing well in a specific niche. Maybe you have a company that sells a whey protein shake. The mistake that some big businesses make is to assume that theyÕre too big to fail and to coast along as they are.