Rushkoff - Business Applications

:: Douglas Rushkoff - Weblog :::

"Too many companies are obsessed with window dressing because they're reluctant, no, afraid, to look at whatever it is they really do and evaluate it from the inside out. When things are down, CEO's turn to consultants and marketers to rethink, rebrand or repackage whatever it is they are selling, when they should be getting back on the factory floor, into the stores, or out to the research labs where their product is actually made, sold, or conceived. Instead of making their communications less Saatchi and more Craig, they should be reinventing their core enterprise.

...Over the past ten years, I've spoken with a lot of people about this conundrum, its historical context, and the ease with which so many businesses could transcend their reluctance to draw on their own expertise. Invariably, the Fortune 500 CEOs, billionaire entrepreneurs, and intellectual leaders with whom I engaged implored me to share these insights with the audience who needed them most: businesspeople. That's why I'm making such a simple proposition: stop solving your problems from the outside in. Get back in the box and do the thing you actually do best. This disciplined commitment to your own core passion - and not a consultant, ad campaign, or business plan - is the source of true innovation."