Don't just adapt to change -- embrace it
Most great companies were founded on the idea of a major cultural shift -- an idea that changed the way things are done or introduced a much better way of doing things than we were used to. Think of heavyweights like Apple, Amazon, and Starbucks for starters; think of ZocDoc and Instagram on the smaller end of the spectrum.
Someone needs to be the champion of change in your workplace. Think like an entrepreneur and produce, recognize, and encourage groundbreaking ideas to really shift the needle for your brand.
Employ quick development phases
When introducing a new brand to market, a tight deadline can be a great thing. Because startups are lean operations and operate on tight deadlines, they've learned how to capitalize on stress.
We saw first-hand how a looming deadline can inspire creativity, agile development, and innovation when we hosted our first ever Rockfish Hackathon earlier this year. Our teams had 24 hours to ideate and create a minimum viable product (MVP). By focusing on the problem that needs to be solved and quickly developing a product that solves that need, your brand can quickly learn what's working and what's not.
Innovative companies don't wait a year to gather feedback and update their products or mobile offerings; they release new versions weekly and experiment regularly. Scott Cook, founder of Intuit, said it best:
"I believe the new skill in leadership is leadership by experiment…decisions made by having a hypothesis that you then test."
Consumers are voicing their opinions in new and louder ways every day and it's important that marketers figure out new ways to listen and use that data to reiterate again and again, until you get it right.