The only certainty is change…
The world is changing. And always has been. But in recent years, the rapid rise of new technologies—particularly artificial intelligence—has prompted deeper reflection. Are we entering a brave new world, where established principles no longer apply? Or are there timeless values that remain steadfast, providing us with stability amidst the turbulence?
For industries shaped by the written word, these questions resonate powerfully. Author, keynote speaker, and marketing consultant Mark Schaefer recently explored these ideas in his thought-provoking article Timeless Content Marketing Strategy. He suggests that some foundational marketing practices, long regarded as pillars of the profession, may no longer be fit for purpose. In a data-driven world dominated by AI, traditional strategies—like rigid buyer personas, inflexible content calendars, and a heavy focus on SEO—might be losing their relevance. Instead, Schaefer highlights the importance of prioritising authority and fostering genuine relationships over algorithmic optimisation, stressing that it’s better to cultivate a loyal audience than to simply chase rankings in search engines.
Timelessness: Convention or enduring truth?
Schaefer’s message is quite inspiring: the idea that the rigid rules of marketing which have been treated as ‘timeless’ for so long may in fact be coming to their end. It’s time to call time on convention.
And what’s particularly important to recognise is that buried underneath these increasingly outdated practices lays something far more enduring: something truly timeless. Principles that predate ‘best practices’, protocols, systems and solutions—principles grounded in human connection, trust, and authenticity.
Drawing Inspiration from Timeless Values
So, what are these timeless principles, and how can they guide us in the evolving landscape of marketing? For inspiration, we look to an unexpected source: the Samurai code of ethics: Bushido. While centuries removed from today’s challenges, the Samurai’s values—rectitude, courage, benevolence, respect, honesty, honour, loyalty, and self-control—offer profound insights for navigating change.
At Xpresso, we’ve interpreted these values to develop guidelines for our approach to marketing.
Integrity (Gi): commit to trustworthiness. Build trust by ensuring every piece of content aligns with your values and genuinely serves your audience.
Courage (Yu): dare to be original. Stand out by offering unique, thoughtful perspectives that cut through the noise of mass-produced content.
Benevolence (Jin): focus on adding value. Prioritise content that educates, inspires, or solves real problems rather than self-promotion.
Respect (Rei): value relationships. Deliver high-quality, relevant content while fostering meaningful collaborations with peers and clients.
Honesty (Makoto): stay transparent. Be clear about the role of AI in your processes, ensuring your expertise remains front and centre.
Honour (Meiyo): protect your reputation. Consistently show up as someone who can be trusted, delivering depth and quality in all interactions.
Loyalty (Chugi): build lasting connections. Invest in nurturing relationships for the long term, with audiences and industry stakeholders alike.
Self-Control (Jisei): balance speed with thoughtfulness. Resist the urge to prioritise quantity over quality; impactful content takes time.
Embracing (AI) innovation: the Samurai way
The Samurai, often viewed as figures of tradition, actually demonstrated a remarkable ability to adapt and embrace new ideas, technologies, and methods when it served their purpose. From firearms to sword forms, strategy to spirituality, culture to calligraphy, the Samurai looked to the future whilst drawing from the values of their past.
Similarly, it’s important to recognise that in promoting these values as communications specialists, we aren’t adopting the position of anachronistic philistines. Most importantly: we aren’t denigrating or rejecting the role of AI. At this point, any company denying the role it has to play is either naïve or duplicitous.
But, by holding the values we have listed above, we are better able to approach both our audiences and AI as a tool with a healthy respect and sense of balance. By blending cutting-edge technologies with the wisdom of these timeless principles, PR and marketing professionals can thrive in this new era—without losing sight of what truly matters.
Only in this way can we maintain the truly fundamental strengths of trust, integrity and relationship-centered interaction.
Only with these qualities as a compass are we set to navigate the brave new world ahead of us.
