Point of view: Ally the past, present and future
John WoodwardPublicis Worldwide
What's more important in strategy: the past, the present or the future? They encapsulate three different approaches, each of which is espoused by some pretty major global companies, so which is better?
We live in the present, of course. Gandhi was fond of saying: "I do not want to foresee the future. I am concerned with taking care of the present. God has given me no control over the moment following." And sure enough, classic marketing strategy as built through the 1950s to the 1990s was built...