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Z.E.R.O.: Zero Paid Media as the New Marketing Model by Maarten Albarda, Joseph Jaffe

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CHAPTER10

Culture and Talent

A quick search on Google on the day that I write this reveals that there are about 134 million results when looking for “Change Management Quotes” (delivered in 0.35 second). Although I did not perform a scientific evaluation of all of them (actually, of any of them), I would venture to say that most focus on the difficulty of changing a company at all or changing just one aspect of a company.

Apparently, change is hard.

At the same time, there are many smart people in business, and in marketing specifically. Do you think Mark Zuckerberg is one of them? I think so, and not just because he managed to create something that a billion-plus people seem to like.

As he has evolved from being a smart kid to a smart entrepreneur to a smart global chief executive officer (CEO), he has demonstrated his insight and foresight in many interviews. One of my favorite Mark Zuckerberg quotes is, “In a world that's changing really quickly the only strategy where you're guaranteed to fail is not taking any risk and not changing anything.”1

And this brings us to what is most likely the biggest obstacle to change in any company: you and the people you work with.

Arguably, Facebook moves fast whichever way you look at it. The most obvious evidence that they have moved fast is their user base. But in order to keep that user base engaged and the competition out, they need to invent, reinvent, and iterate at a pretty fast pace. This is what their motto, “move fast and break ...

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