It has become complex and changing.
The world has changed.
Let's pay attention to the world we live in today and why it is so important to change our approaches and constantly learn. I would like to tell you about the example of the VUCA and BANI world. We are already used to living in a VUCA world, it is so uncertain, so complex. But now we are talking about the fact that the 20s are not even the years of a volatile and complex world, but of the BANI world, which stands for fragile, anxious, I think everyone is familiar with it now, a ivory coast telegram data nonlinear and incomprehensible world. If you compare these two approaches, it seems that these words are similar, but in fact they are different, they can be compared like water and steam. That is, VUCA is water that flows, but it has at least a certain channel or direction, and the BANI world is steam that is simply scattered everywhere, and we will return to this allegory with you now, talking about both customers and communications, and you will understand what a very direct connection there is with marketing.
The New BANI World: Rules in an Era of Chaos
The New BANI World: Rules in an Era of Chaos
And if we talk about what characterizes the BANI world, and who we should be in it to be faster, more successful, better than our competitors, what we should be as marketers, then this BANI world with fragility requires stability, with anxiety requires high empathy. Here, I think, Ukrainians do not need to explain, because today we feel how only empathetic communications and such awareness help to get through all these difficult moments. Understanding the context and adaptability are extremely important. And for this incomprehensibility, openness, intuition and in general openness to the new are extremely necessary.