Are we at the end of an era?

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It all feels a bit shaky, doesn’t it?

Our society, our economy, your business.

Technological, ecological, (geo)political, and societal developments are reshaping the world around us – just like they always have of course…

Nevertheless, I sometimes feel that we’re currently at the end of an era.

Old certainties are no longer valid. Gears are shifting. Nobody knows what exactly will happen next.

For businesses, I saw this reflected in two separate articles that were published in November 2025:

• Yale published Jon Iwata‘s thought leadership piece ‘When companies forget who they are’ on the work of refounding.
  
• McKinsey published an explainer on operating models of which a large section is dedicated to redesigning operating models. 

Both articles stress the importance for businesses…

1. To understand their reason for being (or purpose), enduring fundamental needs they can fulfill, and the distinct way they create and deliver value.
   
2. To act upon these foundational insights. Turn them into a clear strategy, a concrete plan, and actual results.

If you’re asking “What does all of this have to do with marketing & business development?”, I don’t blame you.

It does mean, however, that you’ve been trapped in the operational hamster wheel. Probably for a long time.

In order to (re)build a brand, you need to understand your reason for being. It’s an essential core element of brand strategy. Just like your brand story and brand values.

In order to (re)activate sales, you need to understand what fundamental needs your business fulfills, how value is created, for whom, and how its delivered.

In order to achieve any results, you need to determine which processes should be set up, who will take responsibility for which tasks, what tools will support them, and what monetary investment will be required.

If you don’t, there is not a single way your brand building or sales activation efforts can be even remotely successful.

The only way you can turn ambitions into results, is by making clear strategic choices, deciding on the right tactical approach, and then execute like you’ve never executed before.

Let me know what you think!

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Thank you for reading MBD Spark #99, sent on January 8, 2026.