Digital Marketing Works Better Than Referrals for Next-Gen Customers

Imagine you are on a long flight. Suddenly, the captain announces that the plane has run out of fuel. All the passengers go crazy, except for the man sitting next to him, who continues watching the movie. You shout, “How can you stay so calm?” He shrugs and says, “The flight has been going well so far.”

Many consulting firms have been earning referrals for so long that they have forgotten to check whether their main growth engine is still running. Now, new research from my company suggests that with changing generational preferences…