Bardos & Brands
The Tibetan word bardo means “intermediate state.”
Change is the only constant. We try to delude ourselves that we can craft stability and permanence, and sometimes we succeed for periods at a time. But try as we might, the evolving reality of nature begins to erode even the most stable situations. Our successes make an impact on our surroundings, which result in reactions that fundamentally change the situation.
Think of ripples in a pond; a single pebble causes perfectly symmetrical waves. A handful of pebbles, however, creates instability in that order as multiple shock waves intersect and interact. Sometimes waves coincide and multiply together, while others counteract to cancel each other out. It’s an excellent analogy for business and market mechanics.
Effective communications campaigns work like those ripples in your market.In a perfectly still market, it would be easy to cause a disturbance that will generate attention. But in reality, the pond is already activated before you start. Your campaign now introduces new waves that impact the ones already present. When campaigns are effective, they shift market share in your favor, which impacts your competition who’s now lost market share. The natural result will be a reaction to regain it, which continues the endless changes in business.
As markets change, new developments in technology add more dynamics. Beyond the effectiveness of communications, added value resulting from automation and access continue to increase efficiency and add value. Prices drop. Usability improves.
While these changes are constant, they occur in phases.