Friday, 5 February 2010

Kevin Roberts: It’s About Surfing Not Managing

I asked Kevin Roberts, Saatchi & Saatchi Worldwide CEO, how important he thought traditional business planning was in 2010:

“In today’s world the success of a company can be measured on an inverse ratio to the amount of time it spends on traditional strategic planning. In our VUCA (volatile, uncertain, complex & ambiguous) world it’s about ‘surfing’ not managing. Catching the customer wave first and riding it hard. In the Participation Economy it’s anticipating how your customers will feel that counts… and then helping them get to their future first”.

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