#TuesdayThinks: Plus ça change – can we become what we want without changing who we are?

15 Dec 2020 | Tips & Tricks

#TuesdayThinks: Plus ça change – can we become what we want without changing who we are?

By Laura Giffard

2020. You’ve been a year. Not quite what I had envisaged, mind you.

Back in 2012, I remember working on a big beauty project, excitedly unpicking the client’s 2020 vision and working with my team to define the future of the instore experience. Clarity of vision leading up to guaranteed commercial success. One straight trajectory.

But that’s not really what change looks like. A slow and lumbering transformation over 8 years can only guarantee one thing: that a big environmental shake-up like Covid will force change upon you, and you’ll be dead in the water.

Business change needs to be incremental; it also needs to be happening continuously. It’s not an event, it’s a mindset: the ability to be alive to the direction of the wind and agile enough to adjust your sails.

Take how we responded in March 2020 when Covid first hit. Our swanky offices? Gone, we’ve improvised at home. Our client projects? Budgets redirected to more relevant activations. Teams drinks? Onto Zoom.

But does that mean the work we put out was lesser, or different? Not even a bit.

That’s why I have just the one tip for you this week. Consider what business change is all about.

Change requires insight and action in equal measure. And a resolute understanding of who you are as a business.

Remember that “Plus ça change, plus c’est la même chose.” Covid has been a great reminder that although the outward appearance may change, fundamentals are constant.

So, focus on the things that truly matter: your brand, your team and your customers. These are the fundamentals that should guide any business change. Listen attentively to the needs of the people you serve, then use your brand values as a lens through which to identify meaningful action.

To face the challenges of change, brands need to stay agile, anticipate trends and break boundaries. If you’re ready to embrace change, get in touch and let us help you define a brand that’s built for the future.