All too often we stick to the same old ways, rarely venturing out of our comfort zones.

In marketing and communications, these invariably mean sticking to the same processes that have worked for many years. Because they work, or are perceived to work, there is little inclination to change, for if it ain’t broke why should you fix it.

But change is not a bad thing.

Your clients or investors are your lifeblood. They put their trust in you and you, in turn, need to repay them with better products, better performance and better levels of service.

To achieve this, you need to adapt with the times and take this to the next level. No longer can you just do the regulatory minimum. You need stand out and go beyond the expected level of service.

Yet change is not always easy to implement. This may be indifference to change, the difficulty of changing long-run practices, or perhaps the lack of internal resources, headcount or budget.

The end clients’ needs are constantly evolving. Not all have the same requirements. Always think of what else you can offer. Never wait for them to ask you.