"We have been running without a clear goal. In this lack of vision, we have lost sight of what truly matters… what makes us human.
What do you think: Evolution or tradition—Is there really a choice?"
This is how we concluded the previous article. Although this section is called Questions and Answers and aims to provide concrete answers, questions like this remind us of what we learned in How to go from a Kiddo to an Orchestra Director: the answer is very personal.
A basic example is how some groups of people collect relics, some of which are extremely expensive, while others seek the latest thing on the market, even if it's the same product with only a minimal change.
However, both groups are determined to acquire what they value.
Interestingly, in questions like "Evolution or tradition: Is there a choice?", the answer is implied, even if not spoken out loud. Everything is meant to evolve; otherwise, it perishes because change is the only constant in life.
"If you're not on social media, you don't exist."
This phrase is repeated in courses, coaching sessions, and other spaces aimed at entrepreneurs. To some extent, it's true. But does this mean that simply being present on every social media platform guarantees success? Absolutely not.
Countless factors make the premise, "If you're not on social media, it's like you don't exist," a double-edged sword. Why? Because the digital world, just like the physical world, is a jungle. I could write pages on why this phrase should be approached with caution and how each decision must be considered in the short and long term. Elements like branding, organizational culture, and marketing play a crucial role. But the idea here is not that; instead, it is to synthesize the information into a clear starting point.
How do we synthesize the issue behind "If you're not on social media, it's like you don't exist"?
Seth Godin perfectly sums it up in the title of his book:This is Marketing: You Can't Be Seen Until You Learn to See.
While the Spanish title of the book is also good, the English title resonates even more. Humans often take many things for granted with little information. For example, someone says: "You must be present on every social media platform." The next step is to open accounts on all possible platforms. But what comes next? If it's a business account, creating content is a time-consuming and tedious process. Not only must it target the right audience, but it also has to align with the brand identity, image, and organizational culture. Not to mention that each platform requires content tailored to its specific format.
This is where the Human Factor comes into play, which is present in everything but becomes almost palpable in this context. There's a belief that humans have total control over the natural world and their inventions as if their decisions don't have consequences. However, this idea is a fallacy. There are countless cases where decisions that seemed appropriate at the time have had considerable repercussions.
A clear example is the use of mercury and lead in toys during the 1970s. Although it was considered safe then, its health effects became evident over time. The repercussions of this past decision have also been analyzed in the Companies, Kingdoms & Wars saga.
So… should we wait for the arrival of the Terminator?
I can't say for sure. But I can reflect on how we must seek to evolve traditionally. As I mentioned in the previous article, it's not about demonizing evolution (in this case, technology) or sanctifying tradition. Both have positive and negative aspects.
To better visualize and understand this traditional evolution, we can turn to Philip Kotler's proposal in his book Marketing 5.0.
Kotler et al. (2021) assert:
In Marketing 5.0, companies must demonstrate to customers that the correct applications of technology can enhance human happiness. Technology allows for a personalized approach to solving problems while offering optional personalization. Customers must be convinced that digitalization does not kill social relationships but provides a platform to build more intimate connections between them and their communities. The human-machine dichotomy must end. Integrating high-tech and high-touch interactions is imperative to deliver an exceptional customer experience.
However, we must also remember Ramírez's (2021) conclusion in his paper Marketing 4.0 and Its Influence on Consumers.
Ramírez (2021) states:
Marketing 4.0 deepens human-centered marketing, encompassing the entire consumer journey, from initial attention to product or service recommendation. Its essence lies in balancing the online and offline, the traditional and the new, to create a high impact on customer loyalty. In this NEW WORLD, consumers want to be treated as friends.
The fact that the wheel was invented in Mesopotamia doesn't make it insignificant. Similarly, we can't assume that every new, unknown technological invention will be our downfall. The only certainty is the human factor, which we sometimes get right and sometimes wrong.
At the end of the day, everything we do should follow the logic of insurance sales:
- Less knowledge leads to more uncertainty and, therefore, more mistakes.
- More knowledge leads to less uncertainty and, therefore, fewer mistakes.
Remember that what cannot be measured cannot be controlled. And what cannot be controlled cannot be improved. On the other hand, what can be measured can be controlled, and what can be controlled can be improved.
So, what will you choose? Evolution or tradition? If you still don't have your answer, grab a cup of tea or coffee, whichever you prefer, and reflect on how a simple leaf or grain has lasted through the centuries… just like cats.
Satoricha ~
References
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Tecnologia para a humanidade (A. Fontenelle, Trans.). GMT.
Ramirez, M. D. (2021, 01 05). “MUNDO NUEVO” DEL MARKETING 4.0. Investigación Y Desarrollo, 3, 73 - 82. https://dicyt.uajms.edu.bo/revistas/index.php/investigacion-y-desarrollo/article/view/9
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