Adapt or Die or Are Dinosaurs really extinct?

Years ago, I recall a trip to the Tyrell Museum and my then, 5 year old son asking; “Dad, what happened to the dinosaurs?” I don’t actually recall my answer that day but it was brought to mind recently when my partner and I were being introduced. As 30+ year veterans of the advertising and marketing community in Western Canada, we were described as “the dinosaurs” of Calgary’s marketing community. While mildly offended at the time, we jokingly shrugged it off as youthful bravado. It did however, remain with me. In our industry, it’s an accepted principle that perception is everything. Your image, company, product or service is never what it is or what YOU believe it to be but rather what the consumer perceives it to be. Was the perception then that we were “past our best due date?” Did the “snow on the roof”, belie the acquired knowledge and experience that hard won, grey hair represented?

In many cultures, notably Japan, no idea is put forward by anyone under 40 unless that idea is sponsored by a more mature and experienced executive. These “silverbacks” are seen to have the acquired knowledge and experience to vet ideas before they are taken to the group, so any obvious questions or concerns have already been asked and answered, respecting the time and volume of important decisions to be made by the larger executive group.

Sure, our industry places great value on youth. And so it should. They have always represented the wellspring of new concepts, early adoption and exploitation of upcoming technologies. They are the direct connection to the ever-increasing purchasing power of today’s consumer. The modern tools of our industry have always been in their hands. They’ve literally known nothing else. They are not only connected to this consumer they are one of them. So, what’s my point? Simply this; Most scientists agree that in whole or in part, the dinosaurs died out because they failed to adapt quickly enough to their changing environment. Speaking as one who has made his living helping individuals, companies and organizations adapt to the ever-changing consumer environment, we have a unique perspective on the present day landscape of marketing and communications. And that is very simply: Yup, been there, done that. The solutions are different, there’s no doubt about that but the fundamental skill of adapting to change remains our single most valuable asset, both for ourselves as individuals but perhaps more importantly, in aid of our clients.