Nothing to fear but …? For an end to anxiety marketing.
Has marketing become so powerless that it must exploit fear as a last resort to drive our social and economic activities ? If we attentively decode our immediate environment, we realise that fear, that “highly emotionally-infused psychological state that accompanies the awareness of real or imagined danger or threat” Read more
Let's create value! And the right kind ...
Today, the vast majority of businesspeople are uninhibitedly chanting the new litany of creating value. There is not an annual report, a press conference, a road show or financial advertisement in which this almost obsessive injunction does not appear. One would think that today's managers – although trained in the finest business schools and universities – have just discovered that the reason for a company's existence is primarily to create wealth.
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If we're not registering growth, let's change it.
The race to be the biggest, for productivity or the dominant position, the infinite segmentation of the market offer, the artificial and increasingly costly support of demand, the mortal combat with competitors, the excessive "financialising" of strategies and decisions, the tyranny of the short-term: we are still reasoning within the framework of a growth model that is demonstrating its limits and malfunctions everyday. Read more
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