I am re-reading The Art of War by Sun Tzu.

Let me be clear. When I say I am re-reading it actually means I am reading it for the first time, a second time. It is amazing the kind of insight you take away from a book when you read it through different parts of life. It has been a couple of years since I picked up the book and a section about adapting caught my eye.

Zhang Yu : Adaptation means not clinging to fixed methods, but changing appropriately according to events as is suitable.

We are in a phase of adaptation in the world of marketing communications. With the advancement of the Internet (mainly the growth of commercial social media) a new phase of communication is quickly becoming a premiere way to connect with a demographic. But..

You have to adapt.

If you do not adapt to the changing business environment.. you will be lost in a world that is moving faster and faster with every moment. It is important to destroy the learning curve that is forcing multitudes of companies to rethink the way they communicate with their clients and potential clients.

Remember that adapting and changing is not an easy thing to do but it needs to be done. The key is to learn and soak in as much as you can when it comes to business communication. We are all in this changing environment and some are adapting faster than others.

The key is to adapt, strategize, and execute….

and repeat.

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