At this year’s Pavia CIMaR Conference, “Transformative Marketing” set the tone, and agile marketing emerged as one of its facets.
One thought-provoking contribution explored the link between agility and liquid consumption, showing that constant adaptation without anchoring can lead to instability and diluted value. (When) does too much agility backfire?
A second stimulating contribution looked into the combination of agility and grit. Success in global markets often hinges on speed and flexibility, but it also demands perseverance – a grit mindset pointing to longer-term orientation.
Takeaway
Agility is not just about fast and flexible responses. It is about finding the right balance between flexible (re)action and focus, sprints and marathons. Transformation happens when we get that balance right.
Thanks to Ludovica Moi, Moreno Frau, Nora Kisfuerjesi, Francesca Cabiddu, and Yoel Asseraf for their contributions to the discussion!
