“We’ve done it that way for years…”

Change is faster and more discontinuous than ever.  When markets, competitors, and clients only changed every 5 or 10 years it made sense to stick with what worked.  Unfortunately, things change too fast and what worked yesterday can actually hurt you today.  It’s not that the “old” ways are wrong – they just have to be viewed through a digital lens.  We used to do seminars – now we do webinars.   Have you done a podcast yet?  Maybe you should.  We used to call people – now we send them a DM through twitter.  We still want to communicate and connect – we just do it differently.  And we will do it differently tomorrow.

What has that got to do with incentives and rewards?  A lot.

Communication and engagement are now less a function of you pushing your message out to your audiences than it is a function of creating “communication assets” that your audience can push around – sharing, recommending, liking.  You create content… they create the connection.  It’s different.  That’s why we should talk.

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