In the world of scarcity, product design and marketing used to be easy. You could build a product then use traditional mass media to launch it. Design and advertising agencies helped brands connect with their consumers in this world of scarcity by offering access to the scarce resource of creativity, and strategic thinking. In this age, product design and marketing were siloed.
But, product design and marketing that’s built in the world of scarcity is being challenged by four disruptive forces: the expectation of transparency, the digitally connected workforce, the rise of the curator class and larger economic pressures.
These forces have changed the world of product design and marketing forever. Like it or not, people, from professional creatives to consumers, want to be more involved in a holistic way with brands. Yet, the tools built in the age of scarcity don’t work well in the new age of abundance.
These disruptive changes can be seen as a threat to what you do or, a powerful force to distance yourself from your competitors.
There is a new model of product design and marketing emerging. It no longer tries to control a brand but recognizes that it exists in the collective consciousness of culture. In this new model guidance and inspiration go much further than command and control.
How have you experienced the paradigm shift from scarcity to abundance?
Oh Lisa, this so resonated with me. I steoppd going to networking events several years ago and this was one of the reasons. The other reason was that although they were very nice people, I didn't get one single referral from the 5 different networking groups I belonged to. I was happy to refer people to my clients and friends and connected quite a few people together, but it was never, ever reciprocated. Even when I had a 5 min opportunity to showcase what I do, they were never interested as they were only interested in themselves. I find networking a complete waste of time, energy and money. (I don't live in a big city where I am sure it must be easier).
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