“Learn, UnLearn, Relearn”

This is a quote from the futurist Alvin Toffler: “The illiterate of the future are not those who can’t read or write but those who cannot learn, unlearn, and relearn.”
A good quote makes you think. Challenges you. Inspires you. Changes you.
When you hire a plumber, you want to know they know what they are discussing. They can install your heating effectively and economically to keep your house warm. Equally, you want to see that they keep updated with the latest rules and regulations and the marketplace. So, I am always pleased when my plumber talks about the newest course he has been taking. I know nothing about plumbing, so I hire him as he does. He has learnt, unlearnt and relearnt.
Marketing in the 1990s, when I started my marketing career, was very different from marketing today. The basics are the same, but how you do it and the rapidity with which it changes is very different, particularly in digital marketing. For that reason, over the years, I have learnt, unlearned, and relearned. Learning on the job and continuously updating my qualifications gave me my marketing expertise.
It is the same for my tourism expertise. Tourism also changes rapidly. When I started my career, people were content with an ensuite bathroom. Now, people want so much more, and what they wish for tomorrow might not be the same as they want today. Scotland, too, changes on an ongoing basis, and unless I travel across the country, the Arran I knew in my childhood is very different from Arran today. So, I constantly update myself on tourism research, strategies, travel and trends.

The French Fox Brodick Isle of Arran -Andrew Drane
Why?
I learn, unlearn and relearn as my job is to solve your tourism problem with the assurance that if you appoint me, you are in the safe hands of someone who can call themself a tourism marketing consultant with solid foundations based on learning, unlearn and relearn. This allows me to solve your tourism problems.
Do you know if there is a market for your tourism product? I can help. Do you need to get the business you expected? I can help. Do you have an excellent idea for a company but need assurance it will work? I can help. Do you not have the time to market your tourism business? I can help.
My job is to help solve your tourism problems. In working with me, you are working with an expert in tourism marketing. Taking an older quote, Heraclitus said, “The only constant in life is change”. I will solve your tourism problem, assuring you that you appoint someone who takes continual professional development seriously by learning, unlearning, and relearning. My business is Scottish Tourism, and I am working with you to make where we live, work, and visit a better place today and tomorrow.
Fiona Drane Fellow Chartered Institute of Marketing