Change Is The Only Constant

Tom Asacker unleashed a pearl on change.

There are two types of change: change within a system of beliefs; beliefs that stay the same. And change in your system of beliefs; e.g. your assumptions about the marketplace, customers, and your role. If you want to change, you have to change twice. Yes, you must change the reality of the situation. But you must also change how you view that reality.
The business world is teeming with companies engaged in the first type of change. They continue to erode profitability and morale by changing within their old, ineffectual system of beliefs. A system of beliefs perpetuated, by the way, by many well-intentioned people (and many not so well-intentioned).



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.