The world doesn’t change. Our minds do. And now that minds have changed... it's time marketers did, too.

When one says “The world has changed,” what that really means is that people’s minds have changed. Even when people discuss previous generations and past eras, they often explain, “It was a different time, the world was a different ‘place’ then.” But it wasn’t a different place. Not really. 

Fact is, the thinking, sentiment and culture of the time was different—and so the world felt different, as well.

In some cases, changes in mindsets are spurred by developments that mark a turning point, or by people whose visions amass a movement. In other cases, changes are bolstered by innovations that empower people in new ways—whether through new abilities, choices or freedoms—by giving them something that they didn’t have, or have access to, before.

Whatever the reason, one thing is sure: something so significant occurred that it altered the status-quo from that point forward. It changed our thinking and, as our minds go, so too our world.

Cut to present day and, on social media channels, it’s not unusual to see people venting “They just don’t get it!” when talking about companies who misuse (or all-out avoid) social media. Their frustrations are due to companies that don’t understand, or don’t give credibility to, these new tools and the new rules accompanying them.

The we’ll-change-when-we’re-good-and-ready corporate mindset worked well with past media. Because with traditional media, companies had all the power since the use of those media were limited to but a few. After all, old media were one-way vehicles (company to consumer) and tremendously expensive (vs. free) to employ.

But no longer.  Now social media places us in a different world (mindset) once again. In this era, unlike all others before, markets don’t need to wait on marketers to "get it," or get on board. Hey, meet your new world or don’t. No matter. Because in this world, by not participating, marketers aren't stemming the social media tide… it just flows on without them.

The biggest learning curve for companies then, is not in understanding how best to use the new tools for marketing purposes—or understanding the many best practices to follow. Nope. The biggest adjustment (er, SHOCK!) for companies is accepting and embracing that consumers, not them, now have the power and set the rules. Because consumers now have the very same tools that companies do.

Moreover, having voraciously embraced these tools, consumers have grown very savvy in their use of them. So instead of setting agendas, companies are now having to play catch up. Oh how times, and minds, have changed.

So, what are the implications? Indeed there are many. Companies will need to learn how markets are sharing through these tools, what part consumers want to play in the business cycle and how much of a part consumers do (and do not!) want brands to play in their media and experiences. Further, companies will need to switch from a mode of mostly talking to one of much more listening.

The biggest change for marketers, however, does not occur in their marketing plan and practices—but to the very way they think (and then act). And this is exactly where specialists, agencies and consultants can make a profound difference in changing hearts and minds.

While the responsibility to change is on each company, it’s up to we professionals to better facilitate their transitions and focus our clients and companies on the core, very critical shift in mindsets. Because if we don't guide them through this training and insight, companies are otherwise given a long to-do list of best practices and expected to *poof!* “get social media!” and *poof!* “get more buzz!”

Yet this world doesn’t work like that.

In fact, the direct opposite occurs much of the time. Don't believe me? One need only look at twitter or blogs on any given day and see what social media efforts have the tag “FAIL!” attached to them. Thus, in a race to develop programs without fully transitioning companies to Web 2.0 mindsets, a lot of money is wasted and brand reputations placed at risk.

Equally concerning, rushing the transition can result in many executives that, due to unfruitful efforts, become frustrated and revert back to the old habits and media where they’re most comfortable. Can we really blame them?

I'm not advocating that companies stay anti-social, I am wholeheartedly advocating that a lot of emphasis be placed on the front-end training since, let's face it, methodologies come easy, but mindsets not so much. Said another way: a shift to a social media mindset should occur before a large shift in spending on social media. And that’s coming from a marketing consultant who, I assure you, wants companies to budget more on Web 2.0 initiatives. But in so doing, I want for them to reap ROI and positive receptions from their markets.

So I guess you could say that I'm not out to change the world… just a lot of minds.

Social Media Tips • Social Media *Extras* • Social Media Training • Contact CK

Comments

[Jon]

'The biggest adjustment (er, SHOCK!) for companies is to accept and embrace that consumers, not them, now have the power and set the rules.'

That's what I'm talking about.

The problem is, just like we’ve been conditioned to take a few ads with our daily dose of whatever, the companies have been conditioned to think that they need to control this process. It will be hard to get them to let go of that.Many are still operating under the 20th century notion that they are in control of the sales process.

Advertisers, marketers, board members and executives, lend me your eyes! You are not in control! The consumer has claimed the power to destroy you at a whim, and also the power to elevate you above your competitors. But only if you make us happy.

You are, after all, not in business 'to be in business'. You're in business to make us happy. And we will NOT lose the things that make us happy.

The things that don't make us happy? Who cares, really.

[Alan Wolk]

I think that change in mindset is going to happen gradually-- too many people with vested interests in the status quo coupled with our natural resistance to change and the new.

In time, minds will change and some companies will change faster than others and they'll be more successful and others will not change at all and die out.

I always compare it to immigrants in America: many immigrants who come here as adults never become fully American and tend to spend a lot of time comparing the way things are in American unfavorably to the way things were in the old country. They learn enough English to get by and that's about it.

A smaller number says "that world is behind us now, we're Americans, time to move on, adapt and adjust." They embrace the future and move on.

Mostly because it's just human nature to resist change.

[Stuart Foster]

"The biggest adjustment (er, SHOCK!) for companies is accepting and embracing that consumers, not them, now have the power and set the rules. Because consumers now have the very same tools that companies do."

Accountability for whatever reason seems to have escaped most of corporate America. I think we are swinging the pendulum the other way...but the residual crap is still there. You have to wade through to much red tape in order to accomplish anything truly substantial/valuable.

[Peter Korchnak]

Mindset, thinking, or cultural changes will always be slow - humans have a great psychological tendency to ignore or discount information that conflicts with their existing beliefs, opinions, and attitudes.

The thinking change is a numbers game, the network effect hard at work: the more marketers change their thinking, the more valuable the change will become in marketers' minds.

So keep up the mind-changing work, CK (and stick with rhymes in post titles, they're sticky :-)