Resilience and the
incredible power of slow change
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Most existing systems (organizations, cities, careers,
governments) are resilient to external shocks. If they weren't, they wouldn't still be
here. Earthquakes, edicts and emergencies come and they go, but the systems remain.
And yet, it's the emergencies we pay attention to.
No single event demolished the music business. It was a
series of slow changes over the course of two decades, all the way back to the CD.
Smoking killed far more people than terrorists ever did.
It's just not as dramatic.
No single technology destroyed the business model for
newspapers. Sure, Craigslist hastened their demise, but the writing has been on the wall
for a decade or more.
Your career won't be made or broken on the back of one
interview, one meeting, one sales call. Sure, it might help (or hurt), but the sudden
impact of one event isn't sufficient to change everything forever.
The slow changes in the media landscape are accelerating
and virtually every pre-digital system is in danger. The slow changes in the marketing
landscape are in their second decade and these changes will have their effects on every
business and cause as well.
Cultural shifts create long terms evolutionary changes.
Cultural shifts, changes in habits, technologies that slowly obsolete a product or a
system are the ones that change our lives. Watch for shifts in systems and processes and
expectations. That's what makes change, not big events.
Don't worry about what happened yesterday (or five minutes
ago). Focus on what happened ten years ago and think about what you can do that will make
a huge impact in six months. The breaking news mindset isn't just annoying, it may be
distracting you from what really matters. As the world gets faster, it turns out that the
glacial changes of years and decades are become more important, not less.
SETH GODIN has written twelve books that have been
translated into more than thirty languages. Every one has been a bestseller. He writes
about the post-industrial revolution, the way ideas spread, marketing, quitting,
leadership and most of all, changing everything.
American Way Magazine calls him, "America's Greatest Marketer," and his
blog is perhaps the most popular in the world written by a single individual. His latest
book, LINCHPIN, hit the Amazon top 10 on the first day it was published and
became a New York Times bestseller - http://www.sethgodin.com/sg.
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