Modern CMOs have become the Swiss Army knives of the C-suite, forging skill sets that combine strategy, tactical know-how, data-driven insights, on-the-spot analysis, creativity and perhaps a touch of fortune-telling.
Nowadays, it’s not enough to fall back on what’s worked in the past or even to rely on what’s working right now. Rapid advances in technology and communications are changing the landscape at such breakneck speed that many are struggling to answer the top questions on everyone’s minds: What is the future of marketing, anyway? And how will we get there?
If you’re not looking ahead—way, way ahead—your competition may beat you to the finish line.
That’s why entrepreneur and venture capitalist, Josh Linkner is a passionate advocate for focusing on what’s next—and how to achieve it. His book, Disciplined Dreaming: A Proven System to Drive Breakthrough Creativity, provided leaders with invaluable insights on fostering creativity and innovation amongst their teams—all with the goal of driving new ideas, new offerings and new methods to maintain a competitive upper hand.
Josh’s newest book, The Road to Reinvention: How to Drive Disruption and Accelerate Transformation, takes the push toward ingenuity and inspiration to a new level by urging us to act as change agents within the enterprise. He says that by actively and intentionally disrupting the status quo, we can actually jumpstart the process of innovation.
Now, that might sound a bit contradictory. After all, won’t disruption just lead to chaos?
Not according to Josh. As he sees it, the right kind of disruption can accomplish just the opposite.
It’s easy for marketers to get caught up in a web of systems and functions that fail to produce successful outcomes, especially if you’re stuck doing things the way they’ve always been done. From that vantage point—mired in old patterns and processes—it can be difficult to perceive exactly where the problems lie . . . and what might be possible if you stepped outside of your organization’s established universe of silos and campaigns and channels and acronyms and buzzwords.
When we develop the courage to abandon “how things are” and “how things have always been,” we become free to pursue the goal of “making the complicated simple.” We become powerful change agents in service of our own vision and purpose—and ultimately, capable of greater innovation, greater transformation and greater achievement as a result.