Blockbuster had it all figured out. Kodak was America's favorite company. Tower Records was the
place to be. Cunard was the fastest way to travel. Alas, no more. Each of these companies were
blindsided by innovation. In the blink of an eye, their entire reason for being disappeared into thin air.
Every day companies new and old, small and large, start down the path to obsolescence. Some have
no idea that they are in trouble, others are fully aware and are begging for help. It's a challenge that
can only be addressed by changing culture and behavior, and by a mix of traditional and Interactive
thinking.
1)Identify the opportunity (brand, consumer, behavior, competition)
2)Convince the right people that they have a problem (get thee to
the CEO)
3)Build things for consumers and internal audiences (useful things)
Interactive Communication, properly executed will train people to think differently about how they
approach problems, to look at fixing the big picture instead of tactical problems, and to
see the opportunity in change
Want to discover more? Contact paulashby40@yahoo.com
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