48- PR and Marketing Laws – Law no. 9: The Unexpected

Since the pandemic started, there’s been no need to convince anyone of this law.

Still, that doesn’t mean you should give up on setting goals and making plans.

So why plan anything when it’s so hard to predict the future now?

Three key reasons: - A plan guides your actions - A plan helps you make choices and decisions - A plan tells you what to invest in, and how to allocate your money and resources But the Law of the Unexpected is also very important and knowing this gives you the edge.

This law tells us that: - You never (or very seldom) know your competitors’ plans.

What are they planning for one, six, 12, or 24 months from now? - You’ve got to build on what makes you different – what sets your product or service apart – so that you can create a better plan for your future.

Developing your short- and long-term plans based on what makes you stand out will help you adapt to crises and unforeseen circumstances.

This is what Yoga Jeans co-founder Éric Wazana shared with me.

Even though the pandemic took a bite out of their in-store jeans sales, consumers are still looking for comfortable jeans, especially if they’re also locally made.

Building on what makes you different, talking about it regularly through public relations and on social media, gives you the edge when the unexpected happens.

It’s actually what could help you survive the next public health or economic crisis.

The Yoga Jeans brand is the perfect example of a company that can handle the unexpected, thanks to its long-range product guidance.

Yoga Jeans – the most comfortable jeans in the world, especially when you’re working from home!

So even if you can’t predict the future, it’s important to stay flexible enough to seize on the trends and opportunities that arise in times of crisis.

Since Steve Jobs introduced the iPhone in 2007, our smartphones have become indispensable.

Back in 2007, I never would have believed that the built-in camera would become one of the main criteria for selecting a phone. “But who’s going to want to take pictures with their phone and leave their camera behind?” I wondered.

Turns out, a huge part of the population!

In 2007, who’d have thought we would practically stop calling each other and that voice calls would be replaced by text messages (SMS) and emails?

There’s a big difference between predicting the future and trying your luck by following the trends.

Watch out for this Law of the Unexpected.

Expect the unexpected...!

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