Professional Builder – August 2019

18 Professional Builder August 2019

NEW TECH:

WAIT OR JUMP IN?

W

ell aware of how attention spans have shrunk in

this digital age, today’s business leaders and mar-

keters are constantly on the lookout for “the next

big thing” that will grab attention and resonate with

consumers. Without it, companies risk extinction because, like

dinosaurs, they failed to adapt fast enough.

This emotionally charged fear of falling behind sets up

many companies for disaster. The inconvenient truth is that

just as many companies die because they change too quickly,

stretch in too many different directions, and ultimately stum-

ble under their own weight of chaos created from within.

So a key element of survival in today’s world is knowing

when to dive all-in on the next big thing and when to wait and

make sure there aren’t hidden dangers in the water.

HYPERBOLE: A SALESPERSON’S BEST FRIEND (AND YOUR ENEMY)

The debate isn’t solely due to short attention spans; ego

plays a big part as well. Everyone’s seeking that silver-bullet

technological solution that will be both easy to implement

and will provide an affordable yet comprehensive way to

“change the game” for their business. But be honest: In your

entire career, how many of those game changers have you

By Kevin Oakley, Contributing Editor

COMPANIES DIE FROM FAILING TO CHANGE, BUT ALSO BY CHANGING TOO

QUICKLY. HERE’S HOW TO FIND THE BALANCE AND SURVIVE EXTINCTION

[SALES & MARKETING]

ILLUSTRATION: JOZEFMICIC / STOCK.ADOBE.COM