It’s an old, very old and rather chauvinist gag, but the idea is that you should always look at the mother of the woman you plan to marry because that’s what your wife will look like in 25 years time. I suspect that if women looked at their prospective fathers-in-law the same way marriage would have died out some time ago. But let me get to the point…
Sometimes you really need to take the long view. If your plan is to have and to hold until death do you part then take a 25-year perspective.
But, if you looking at digital platforms and functionality – how far ahead should you future proof?
- What do you need to send out an email campaign for your business right now, or in a year’s time?
- What functionality does your web platform need for it to support your business right now – or in 2 year’s time?
- What length of contract are you (or should you be) signing? What’s the deal if you break it?
Apparently marriages don’t last as long as they did, so maybe the mother-in-law test is no longer valid. It certainly doesn’t make sense if you’re doing digital. Why think even 5 years if you know you’re going to want to change in 3?
The beauty of the digital arena is the speed and fludity of it all. New advances are being made and new insights are being gleaned every day. Stay light on your feet, so you can take advantage.
Instead of getting married to the delivery platform, think instead about the conversation you want to have and who you want to have that conversation with. Don’t be boring and only think of customers… or prospects. Think about knowledge seekers, detractors, distractors, advocates… Heck, if you find the right sweet words you can get married to them all.
