Survival of the F – what?

Posted on Jul 24, 2012 | 3 Comments

It’s a common phrase, but few people know what “survival of the fittest” implies, for life or business.

First of all, it’s not about individuals. Darwin is talking about species, not single members of a species.

More important, “fittest” does not mean strongest, smartest, most skillful, lowest body fat or highest batting average. The term equates to “most able to adapt.” Since the environment changes, those species which adapt to change have a better chance of surviving. If you read Beak of the Finch, you’ll see how this played out in the Galapagos Islands – and why we put Darwin’s finches on our website and business cards.

We see businesses in Darwinian terms. Buyer decision-making has changed drastically since the information explosion. Some brands have adapted, while others risk extinction with obsolete media, all-outbound messaging, failing to optimize their digital lobby – in other words, living as if it’s still 2007.

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3 Comments

  1. Paul Iddon
    August 1, 2012

    Interesting.
    However, evolution operates over generations of creatures and adaptive traits occur as mutations favour a changed environment. It is axiomatic that natural selection occurs as unsuccessful organisms die before they reproduce. Natural selection is largely a matter of probability. What we are witnessing is beyond any reasonable model.
    You can only stretch NS so far!
    In marketing terms, game theory and battlefield tactics are probably more useful. Business have to adapt their tactics according to the terrain, as they increasingly cannot pick their ground.

    Kind Regards

    Paul

    Reply
  2. Bob
    August 1, 2012

    I was with you for most of that – NS is a better metaphor than an exact model.

    Where you lost me was battlefield tactics. I think marketing has been crippled (but only recently) by battle/war models (campaign/conquer/attack/assault) that led brand holders to an outbound-messaging view of the market. But the buyer’s ability to resist messaging (spam filters, DVR, iPod, et al.) has made it imperative to engage in dialog, not sermonize. To invite a conversation, not make a sales pitch. What’s the best substitute for battle tactics? Seduction.

    Reply
  3. Paul Iddon
    August 14, 2012

    Fair comment!

    Perhaps speed dating is the most recent example of NS?!!!

    Good debate – thanks.

    Regards

    Paul

    Reply

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