Elements of Strategy, Part 2: The Digital Divide

Part two of a series, “Elements of Strategy.” Check back each Monday for more insights.

Digital communications have flipped the relationship between audience and messenger: audiences are in control of how they’re communicated to, and have been for years. More than ever, it’s inadequate to simply “message:” real success lies in breaking through the barriers of indifference and over-saturation that define modern media consumption.

This means a renewed emphasis on innovative, engaging digital content, and an embrace of new channels and approaches. For most organizations, that usually means the dreaded “C” word: change. Unfortunately, change is non-optional. To quote former G.E. C.E.O. Jack Welch, “If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”

Consider the following:

It’s not cliche to say the rate of change is increasing: it’s simply the truth, and digital is what’s driving it. In spite of that, there’s a divide between organizations that understand and embrace this shift and those that try to avoid it.

Which side is your organization on?

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