No Matter How Thin The Pancake

I learned early in life that no matter how thin the pancake, there’s always another side.  Here’s the other side to the belief that it's absolutely essential that you appear to your prospects as a marketing expert.  Here's the story.

When I was in college back in the early 70's, I had to read the book Future Shock by Alvin Toffler.  He is a renowned futurist explaining the impact of too much information on society.

Here's the point.  The one thing I have remembered all these years is his assessment of the amount of information available to us.  At the time of publishing (1970), he stated that the total amount of information in the world doubles every 18 months.  Now keep in mind this was published almost 40 years ago.  Obviously, this was before the Internet...so imagine what the time period is today.  More importantly, what will it be in the future?

We have all been presented with the idea that it is important that we come across as an authority to our prospects.  This is a logical assumption.  But, I'm going to challenge this assumption by asking a couple of questions.

1.  Is this truthful and is it the way you want to establish a relationship?

2. Is it even possible to learn all the marketing information that is presented to us?

3. Wouldn't it be better to know how to access this ever-changing information than to be stuck using outdated marketing strategies?

We might very well provide more value to our prospects if instead of being an informational authority on marketing, we become an access authority.  Being the person who knows where to access information and evaluate the validity of this information will undoubtedly add tremendous value.  This very well might be the most sought after quality of future sponsors.   

The internet has changed the way business is being conducted, and it changes quickly!  Can you predict what it will be like 2 years... one year... or even six months from now?  Great networking leaders will be those who are capable of addressing the quickly changing marketing trends.  

Alvin Toffler said it best.  “The illiterate of the future are not those that cannot read or write. They are those that can not learn, unlearn, relearn.“