Not everything is here to stay for long. For teams doing important work, it’s important to know what does and what doesn’t:
- Tactics tend to change every few months. For instance, Instagram feed ads and squeeze pages were hot for advertising, until suddenly, they weren’t. Leaning exclusively upon a single tactic or channel is irresponsible of those leading important work.
- Yet the fundamentals rarely seem to change. Platforms may evolve quarterly, but humans take much longer…millions of years in fact. Long enough for you to invest energy into things that last a lifetime once, such as better understanding the hearts of those you wish to serve.
Nothing lasts forever. But how much of your team’s time is spent investing in what is fleeting, versus what lasts?