Near Cash – Near Future 2021, 2022, and Beyond

At the webinar in October, I discussed how the pandemic situation has had a huge impact, not only today but also in the aftermath.

- Hermawan Kartajaya

I have said many times that the situation will never be the same as before the pandemic. Agile adaptations are needed so that we remain relevant in the eyes of consumers. However, the problem is that the ideal adaptation cannot be that fast.

I also introduce two near cash and near future approaches. The near cash is primarily observing short-term situations that can be immediately monetized while the near future is more focused on the future but still in the short term.

But of course, to be really on target, it must be balanced with the right mindset. I always use a business environment analysis framework that focuses on the factors of change, which I often refer to as change or five drivers. The five are Technology, Political-Legal, Economy, SocioCulture, and Market.