I just finished reading Deutschman’s Change or Die article in the latest issue of Fast Company and am glad that someone is addressing this issue. It basically speaks to the fact that it’s hard to get people to change their habits.

Just like the 4 Ps of marketing were created in the 60s, RFPs have been around for ages and really don’t apply any longer to the real world. But companies still issue them and agencies still scramble to answer them. And in scrambling to answer them, they give away the only thing that they get paid for - their time and ideas. Is that really good business?

“You know, it’s interesting. People aren’t loyal to a logo. People are loyal to people.”