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‘It is relentless’: Marketing leaders on managing perennial uncertainty
With uncertainty now a hallmark of modern business, a selection of Marketing Week’s Top 100 most effective marketers discuss how they lead in a world where all bets are off.
Marketers may look back fondly to the days when a public crisis was met with a scenario planning session and carefully considered response. Now, with a new crisis arriving every few days and an expectation of instant reactions, the world is a little different.
If the 21st century is indeed to be the century of uncertainty, marketers may need to develop a new skillset. Still, some business rules remain firmly in place. Uncertainty doesn’t mean you no longer need a plan, argues Moonpig CMO Kristof Fahy.
