Three things happen as an industry consolidates:
- Knowledge is pushed out of brands and in to vendors.
- Vendor knowledge centers on tactics and not strategy.
- Brands, consequently, leverage tepid strategies.
Look at this tweet (click here). This is a classic vendor-centric view of the world ... the focus is on micro-tactics (which are absolutely important, don't get me wrong here).
But what about corporate strategy?
That's your job.
As an industry consolidates, somebody has to be a Leader, a person who provides a path out of the woods.
Why can't that person be you?
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