Imagine the scenario: It’s planning time and budgets are still really tough. Many consultancies and agencies will be talking to their clients about incremental growth, incremental volume, incremental profit, and incremental process improvements.
It’s such a lovely, feel-good adjective. It’s like the growth is there so long as you can find best practice, harness capability and galvanise action… yes, this is straight from the manual of consultants’ ‘bullshit bingo’.
The problem with incremental is that it says improvement, but with no real effort or worse, anything will do. While businesses are shuffling the deck chairs looking for internal best practice, the consumers and market are making their own best practice. And, at a pace that will outrun any ‘ways of working’ manual or online toolkit. Read More