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Bruno Giussani reports about Philip’s approach of applying the “Alchemy of Growth” concept which is based on 3 horizons: Extending and defending the core business; building emerging/new businesses; and create viable longer-term options.
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Slightly off topic, but due to my recent experiences in the field of corporate blogging highly relevant. In some way the article perfectly summarizes all the good arguments businesses do not want to hear. Resistance against corporate blogging (in German c
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Michael Wagner Says:
November 26th, 2006 at 20:47Visit Michael Wagner
“the article perfectly summarizes all the good arguments businesses do not want to hear”
I’ve been reflecting on the reasons why the business world does not want to hear and “believe” the gospel of blogging. I hope to form a post on it soon.
Ralf, why do you think businesses refuses to hear these arguments that appear to have sound reasoning?
Always good to visit your blog and learn from you and what you are reading.
Keep creating…and posting,
Mike
Ralf Beuker Says:
November 28th, 2006 at 21:08Visit Ralf Beuker
Hi Mike,
thanks for visiting and commenting! Well, what I’ve learned in the last couple of months from listening to many so called “corporate communication professionals” is that fear still rules business. And most of all corporations fear to loose control over their (customers) communication channels. The question is: Is there any real control at all?
It’s better to say nothing than to say the “wrong thing” and then having to correct it the other day (which seems to be too much human touch for them)! The approach still is: First create content; then distribute it. The notion that: the “idea” is the blog is the process is the content seems to be too intangible in order to be “manageable”.
Interestingly Blogs become manageable again when it comes to legal issues like: intellectual property, corporate culture, employment laws, etc. This is where the old forces still apply and work well …
Sorry Mike, maybe too fatalistic for the moment, but this might change again ;-) On the other hand as a reader of your blog from time to time I’m still pondering about your domain: Own Your Brand. As you know I always perceived your approach towards branding (and as “narrated” in your blog) as “open & sharing” in contrast to what the verb “to own” literally suggests. From your blog as well as from raising two kids and being a husband I’ve learned that the more we open, share and communicate the more we “own” whatever we think we have to own (no more).
Keep commenting,
Ralf.