DON’T WAIT FOR A DOWNTURN IN
PROFIT TO ADAPT...!
Deep change in big companies usually happens when there is a downturn in proﬁts.
By then, it’s already too late...!
As shown in the previous slide (music industry, Kodak), this is usually what happens...!
Amazon changed its business model in the absence of a crisis.!
It’s impossible to move as fast as the world around us but, again, being focused on the
customer’s needs should help.!
Do as the Army would : observe, orient, decide and act.!
THE MARKETING PERSPECTIVE/!