Change is really about how businesses compete

20 Oct 2025

DACRE is built around this idea of ‘moments of change’.

Moments being a key word. As an ex ad agency CEO said to me recently, the digital transformation experts are still ‘transforming’ a decade on…

Change REALLY is about how businesses compete. We’ve just got used to using words like innovation and transformation to describe it.

There is a good Jeff Bezos quote about change.

“I frequently get the question: 'What's going to change in the next 10 years?' I almost never get the question: 'What's not going to change in the next 10 years?' And I submit to you that that second question is actually the more important of the two”

What won’t change is something you can build a strategy around. It’s also true about what we decide to add or take away.

No one starts a proposal or strat with how we’re going to take something away from your business, it’s about what we’re going to add…

Under the assumption that more equals better.

What is becoming clearer is that in a world where AI is making ‘more’ cheaper and cheaper to create. Are we going to reach peak ‘more’?

If we do, the art of taking away and stripping the nonessential is going to hold even more value.