When Adam and I started DLA Ignite we had a conversation with a “large management consultancy”. They will remain nameless.
We asked them about the traditional decision making process that went like this.
Partner from Management Consultancy takes CEO for a game of golf. CEO signs for massive transformation.
It is, or should I say, "was" as easy as that. It was the Management Consultancy that told us this.
Problem is, golf members are dying off and Millennial decision makers, (the oldest Millennial is now 30) don’t play golf.
Add to that, the due diligence responsible companies will now go for any decision. Gartner, what was CEB now reckon there is something like 10 people party to decisions today. If we look at influencers, change makers, user departments, etc, etc, that could be 20, 50 or 100 people that will be part of a decision.
So how long can this "golf" business model last for? It’s now the second decade of the 21st century, maybe decisions are made differently.
If it was me, I wouldn’t rely on golf anymore …. maybe go where your customers are, on social!