In these opening lines of ‘A Tale of Two Cities’, Charles Dickens emphasizes that transformational times are both full of hope and horror. We are at a similar crossroads in terms of the marketing’s evolution. There are two big realities in the present age. First, brands are struggling to differentiate meaningfully. Technological advancement is forcing…
Managers are better equipped than ever to make good decisions. They are more aware that human judgment is fallible. They have oodles of data about their customers and products. They can use artificial intelligence (AI) to analyse, summarise and synthesise information with unprecedented speed. But as the pendulum swings inexorably away from gut instinct and…
ANYONE CAN spot a tipping point after it’s been crossed. Also known as critical transitions, such mathematical cliff-edges influence everything from the behaviour of financial markets and the spread of disease to the extinction of species. The financial crisis of 2007-09 is often described as one. So is the moment that covid-19 went global. The…
