Wednesday, August 17, 2016

Looking for Inspiration: Lessons To Be Learned From an Elvis Song

Yesterday marks the 39th anniversary of the death of legendary musician Elvis Presley at the young age of just 42.
"A Little Less Conversation" is a song written by Mac Davis and Billy Strange originally performed by Elvis Presley for the 1968 film Live a Little, Love a Little. The song became a minor hit in the United States when released as a single with "Almost in Love".
But in 2002 a remix by Dutch musician Tom Holkenborg, better known as Junkie XL, of a later re-recording of the song by Presley became a worldwide hit, topping the singles charts in nine countries and was awarded certifications in ten countries by 2003. In the United States, the song peaked at 50 on the Billboard Hot 100 pop singles chart, the first Hot 100 hit for Presley since 1981, and extending his list of charted singles into the 21st century. 

We are in the eye of the storm of massive change and Tourism Destinations are facing big changes in their business environment, and they often fail to respond effectively.
How to evolve a strategy for coping with unanticipated events, changes, challenges and crisis? 
To survive, organisations have to embrace change. But the fundamental problem with that is that people want things to stay exactly as they were. Confronted with a disruption in business conditions, many destinations are desperate to find the key to adapt theirselves to the new playground. Frequently, the problem for them is not an inability to take action but an inability to take appropriate action.
One of the most common problems is a condition that professor Donald Sull called active inertia. "Inertia is usually associated with inaction—picture a billiard ball at rest on a table—but physicists also use the term to describe a moving object’s tendency to persist in its current trajectory. Active inertia is an organization’s tendency to follow established patterns of behaviour—even in response to dramatic environmental shifts. Stuck in the modes of thinking and working that brought success in the past, market leaders simply accelerate all their tried-and-true activities".
We are in a time of extreme turbulence accompanied by rapid evolutionary change. You must adjust and adapt your Marketing Plan to keep up with a changing marketplace. Look for ways to adapt your destination, keeping your values and maintaining your differences with the competitors. To do that you must avoid the tendency to follow the current because it is what others do. 
Update, and change your destination. Determine how your destination will appeal more to your target customer. But remember, "When change makes us better, it’s because we have learned how to turn a challenging situation to our own advantage, not merely because change happens", said Stan Goldberg.
Keep the good, change the bad, and rejuvenate your destination to be the one customers are looking for.

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