If we've learned anything from each pivot and zigzag over the past 18 months, it's that things can, and do, change in an instant.
That's why we at Google spend a lot of our time thinking about readiness. It's a simple idea that's always been key to business success, and it's never been more important for marketers.
Today, a successful brand is ready for volatile markets and disruptive shifts in consumer behavior, supply chains, and society at-large. It's also ready to deliver on the needs of every single customer, wherever they are, whether it's for the first time or the 100th.
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