"Best Versus Next" - The Essence of Two Practices Most Get Wrong!

I recently participated in an engaging discussion centered on mobile platforms and marketing strategies in today's rapidly evolving marketing landscape. A critical theme emerged from the conversation: the distinction between "best" practices and "next" practices. All panelists unanimously agreed on one point that deserves further emphasis: Best practices can be the greatest obstacle to achieving better results.

Understanding Best Practices

The term "best practices" often implies a set of universally accepted methods that guarantee success. However, no one-size-fits-all list applies across diverse brand ecosystems or marketing channels. Each brand operates within its unique context, influenced by its target audience, industry dynamics, and technological advancements. Despite this, many marketers continue to chase the ultimate toolkit of best practices, whether out of curiosity or complacency—often a mix of both.

While there is value in learning from established methods, relying solely on them can inhibit innovation. This brings us to the concept of next practices. Unlike best practices, which are predefined and static, next practices are dynamic and experimental, forged by those willing to take risks and innovate.

The Role of Next Practices

To thrive in this ever-changing environment, businesses must focus on two essential tasks:

1. Optimize Operations: Organizations should leverage technology to enhance business efficiency and streamline processes. This involves continuously refining existing systems to meet evolving demands and expectations.
2. Innovate Relentlessly: In addition to optimization, companies must actively seek out next practices. These are not readily apparent; they often require the courage to create customized solutions by identifying emerging patterns, even in industries outside one's own.

Both tasks are crucial and should be pursued independently. The first task revolves around evolving a unique operational code tailored to your brand, learning from past successes and failures. The second task requires a commitment to experimentation, where success is not merely measured by the number of effective experiments but by the potential impact of a single breakthrough.

Embracing the Brave

As marketers, we must be agile and forward-thinking. This agility demands an imaginative mindset capable of recognizing seemingly unrelated patterns and insights. The creative process should draw from a variety of observations, enabling marketers to design innovative practices worthy of experimentation.

Bravery is vital in this landscape. In an increasingly performance-driven marketing environment, the willingness to take risks is becoming a rare trait. Many marketers find themselves constrained by the pressure to deliver immediate results, often stifling their capacity for innovative thinking.

A Call to Action

To all marketers eager to pioneer the next frontier, I offer this advice:

• Step Outside Your Comfort Zone: Dedicate time to explore ideas and trends beyond your industry and daily tasks. Fresh perspectives can yield insights that your current echo chamber cannot provide. Engage with different sectors, attend workshops, or read materials outside your usual domain. You'll be surprised at how much you can learn.
• Recognize the Uniqueness of Best Practices: Best practices are not universal but specific to your brand and context. While your own evolved practices are essential, they alone are insufficient for preparing your business for the future. Tailor them to your unique circumstances, but remain open to new approaches.
• Experiment and Learn: Business models today do not endure as they once did. Leaders must actively identify and experiment with next practices, as these will provide fleeting yet valuable longevity to your evolving business model. Allocate resources for experimentation and encourage your team to explore unconventional ideas without fearing failure.

The past is a poor guide for the future when it comes to delivering true business value through technology. While best practices may help you navigate predictable complexities, the next practices empower you to embrace the intricate challenges ahead.

In conclusion, to succeed in this fast-paced environment, embrace the courage to innovate. By shifting your focus from best practices to next practices, you can unlock new possibilities and drive meaningful change in your organization.

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