If Nikola Tesla applied to Tesla, would we even give him an interview? - PART 1


Radosław Florczak

Because of the vastness of the topic, I decided to divide the article into two parts. Below is a bit of a historical overview touching on marketing. In part two of the article, I will refer to technology companies and programmers, who are currently one of the most sought-after groups of workers. I will also write about how this will change in the near future and why. However, without reading the following first part of this article, the picture will not be complete. So I encourage you to read the following article.

Each of us considers ourselves a unique person with unique skills. We are the people who drive the best, have the best taste, and our ideas on any topic are just great. We believe not only in our skills, but also in luck. This is certainly used by all those organising lotteries and competitions, including the biggest ones such as Lotto, Powerball, Mega Millions or Eurojackpot. We believe that in some miraculous way we are unique and chosen individuals, and the numbers we cross off will be lucky.

While that fate hasn't mostly smiled on us yet, our perception of the world around us is surprisingly optimistic in that regard. Of course that fate will smile on someone someday. After all, someone wins in contests, sweepstakes, etc. Because I have organized several huge sweepstakes and consumer contests in my career, I know that the prizes actually go to the people. Unfortunately, I also know that the percentage of winners of valuable prizes is a fraction of a percent of the percentage of entries. For ease of reference, I'll add that it's very little and the chances of winning are less than the possibility of being struck by lightning. That's what lotteries are all about, though.

However, let's move to the professional level, because this time we won't be talking about lotteries here. All of us who have had some work experience have encountered at some stage in our lives a situation where our proposal was not met with enthusiasm by our supervisor or other colleagues. You are shocked that while the idea is revealing and brilliant, the rest of us don't understand your genius. You've already heard somewhere the sounds of the 1973 song Piano Man - although so old, it's still so relevant in its message, with Billy Joel singing in one of the stanzas:

He says, "Bill, I believe this is killing me"
As a smile ran away from his face
"Well, I'm sure that I could be a movie star
If I could get out of this place"

If you weren't familiar with the piece, however, HERE is the link.

Let's think about ourselves for a moment as if we were the product. We know very well what a product life cycle is and how it evolves. We know that there is a product launch phase, followed by growth, maturity, saturation and decline phases. As you already know very well - I like to look at the problem more broadly and relate it to what has happened historically. And a lot has happened. However, cycles repeat themselves and conclusions can be drawn through analogy.

We are currently experiencing a digital transformation in every area of life. However, in order to grasp the theme of the current transformation, we need to go back a little further in world history. I promise, briefly and for a while, only to return to the current situation in a moment. There have been many transformations in the history of mankind. Looking only at selected transformations, and only in our relatively immediate past, one might mention the industrial revolution of the 18th century in England and Scotland. During this revolution, we moved from an economy based on agriculture and artisanal production to large-scale (industrial) mechanical production in factories.

The 19th century became known as the age of steam and electricity. In 1807, a steam engine was constructed and installed to power the first steam ship "Clermont". A little over 10 years later, George Stephenson built the first steam locomotive. The era of the iron railway had begun. In turn, between 1859 and 1869, the Suez Canal was dug.

The rapid development of science, which resulted in many new technical solutions, took place in the second half of the 19th century and the beginning of the 20th century. The gas engine, dynamite, and such everyday objects as the telephone (1876), the light bulb (1879), and the electric vacuum cleaner (1907) were invented during this time. This time has been labeled as the second industrial revolution.

Then, after World War II (in the U.S. already during the war) came the third phase of the industrial revolution, referred to as the scientific and technological revolution. The main tenets of this revolution are location, which is no longer dependent on the distribution of raw materials or energy sources, but on a clean environment, proximity to universities or access to qualified staff. It is significant that the third revolution is also characterized by the development of high-tech industries.

Defining the third phase of the industrial revolution. It is also referred to as the scientific and technological revolution. It began after World War II. Location is no longer dependent on the distribution of raw materials or energy sources, but on a clean environment, proximity to universities or access to qualified staff. The third revolution is also characterized by the development of high-tech industries. Theoretically, we are still in the third phase, but in my opinion, we have just started the fourth phase of the industrial revolution - the digital one, or to be more precise, the REVOLUTION OF ARTIFICIAL INTELLIGENCE.

Wait, wait, but we started out by saying that we as humans have a specific life cycle, like a product, and we're discussing successive industrial revolutions. How do you relate all this to marketing? What's the connection? Well, it has...

In each phase of the industrial revolution, marketing was present. Its role grew with successive phases and emerging competition. Of course, in retrospect, those first marketing efforts were often intuitive and, from today's perspective - just by virtue of their novelty - effective. Marketing has adapted to the times, technological capabilities, customer awareness and the characteristics of the product or service itself. If we push aside the belief that today's marketing is effective because it is measurable, innovative, and focused on new technologies, the backbone of marketing efforts remains the same. Marketing communications are changing. Emphasis is placed elsewhere because customers expect different values from the advertised product or service.

:: part two of the article - coming soon ::

The above article is the private opinion of the author. It was not intended to offend anyone or depreciate the brand. We treat this article in educational terms. If you feel that the author in any way e.g. violated the good name of your brand - contact the author. I'm sure we'll come to a common understanding.

Radosław Florczak

Radosław Florczak

A professional with many years of experience gained during the full process of designing and implementing marketing strategies, brand building, marketing communication, organization of trade marketing activities and their logistics in the supply chain. An expert in the field of brand activation, lotteries, commercial marketing, shopper marketing, e-commerce. A person with an open mind and taking advantage of opportunities that the competition does not see. Multidisciplinary, with a lot of positive energy. A negotiator using the Scotwork method.


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