The annual World Economic Forum big cheese shindig from Davos made its typically blanket media impression this week.
I was struck by this year’s strapline;
The Fourth Industrial Revolution
Forum founder Klaus Schwab;
“Ubiquitous, mobile supercomputing. Intelligent robots. Self-driving cars. Neuro-technological brain enhancements. Genetic editing. The evidence of dramatic change is all around us and it’s happening at exponential speed.”
Critics dismiss this year’s gathering as a talking shop for robots taking all our jobs. When we should rather be thinking on a green-tinged sustainability revolution. There is nonetheless something in this Industry 4.0 framing.
The sector we sell into will have seen revolutions too. Maybe even more than four.
Can you frame them?
More importantly can you do so in a way that both appeals to and sets you apart with prospects?
Especially if you’re pitching a new product, but equally relevant to established markets where you’re also selling future-proofing, to get potential buyers thinking about how prepared they are for current shifts can really make a difference.
Sub in your arena’s word for ‘industrial’, insert the number of step-change cycles you feel have occurred, and you have your own “revolution”. One that you can own, along with the “smart factory” desires of your target market.