Either / Or VS. Both / And

So, if you remember any of your early business strategy cases or lessons, one of the classic discussions is about the Go/No Go decision tree. The corollary to this strategic dilemma is Either/Or, and we have all been faced with those, haven’t we? Do this OR that. Do one thing OR the other. Life is black OR white. But is it, really?

Let’s take a look at our world over the past 30 years. Technology has brought rapid change to every aspect of our lives; for the most part making life faster, cheaper and more efficient. Technology spawned 24 hour satellite news and now we have breaking insights in a continuous stream. Some would question the value of non-stop news and data, but I, for one, think that this deluge of information is more liberating than it is limiting.

Technology’s virtual shrinking of the world and the explosion of real-time data has given us more options to consider. From various routes to avoid traffic congestion, options on hotels and airlines, and even renting other people’s homes and apartments instead of going to a hotel; all of these options are a Both/And opportunity.

Our thinking and approach to our brand building must also begin to consider the Both/And options. Too often we lock ourselves into a mind-set, a “paradigm paralysis”, that denotes that if we did it one way before, we should do it that same way again. We brand builders need to embrace the multiplicity of options and actions so that their diverse consumers have the opportunity to see our brand from their perspective, and not always from just ours. Think about it: adopting a Both/And approach gives you more options and opportunities to build your brand and to engage your consumers as they want to be engaged.

Life is multi-hued, and so should be your brand building. Life and choices are no longer Either/Or.

Drink Well.