Universal uncertainty about exactly what comes next. We’re all traveling in truly uncharted territory. In business and marketing, it’s not that the core challenge has changed: Deciding on the investments and steps needed to get your business ready to take action on your product, channel, or consumer strategy is still essential. Instead, it’s the traditional idea of what it means to be ready for what comes next — including the familiar playbooks and proven approaches so many businesses relied on in the past — that’s grown outdated, in the space of just a few months. Google Exec Allen Thygesen has written a great text on the subject, I recommend you to read it.

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