Evolution Theory Your customers' tastes are always changing. Question is, are your marketing efforts doing the same?

Was 2002 a year of flat or lackluster sales? If you'repredicting more of the same in the coming months, give your companya makeover using evolutionary marketing. It's Darwinism thatrewards those who refuse to stagnate or follow the pack, and itcomes down to anticipating and responding to changes in youraudience, your products and services, the marketplace and thecompetition.

• Study your audience. Theclearest sign that your marketing needs a makeover is when it stopsresonating with your target audience. Customers' tastes andlifestyles are continually changing, and only an evolutionarymarketing approach will keep your messages relevant and your salesstrong.

The first step is to understand your customers' hot buttonsby reviewing published articles and research. Look beyond how andwhat your prospects buy. It's also vital to have input from B2Bcustomers. Visit their job sites to discover the challenges theyface and what they hope to gain by working with you.