What do we mean when we talk about a transformation in marketing?
Let me put it this way. The switch from horses to cars was a transformation. It was a fundamental rethinking of the way that humans move. We went from, “Find an animal that can go further and faster than you can and ride on it,” to “Burn fuel and use the energy to turn a motor that transfers the power to wheels.”
Every improvement since then — from V8 engines to power steering — has just been an iteration on the theme. A little faster, a little more efficient, a little safer, but iteration, not transformation.
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