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The Most Critical Phrase for Marketers Today? “Average is Over.”

In a business environment as volatile and complex as this one, there is one phrase that marketers must keep top of mind if they want to lead in their categories: “Average is over.” This phrase came from an interview I did with journalist and author, Thomas L. Friedman, for my book Shift Ahead, which takes on the challenge of how businesses stay relevant in a volatile, complex, and increasingly-changing world. During our discussion, we focused on the key question answered in this book - why it is that some organizations can continually evolve to meet the times and marketplace, and others can’t. Among the key answers is that companies that continue to succeed know they must continue to identify a unique way to stand out in the crowd. Not... Read more >