Burn your brochures. The basic message of all advertising is that your company or organization knows what the marketplace wants, and is really good at delivering that. This may have been true when what that really meant was Let us convince you that what you really want is what we give you . In today s world the value proposition a business offers must reflect its recognition of a much more sophisticated, demanding, and competitive marketplace. It can do this by addressing stated as opposed to presumed needs.
Electronic communications makes that possible.
A brochure basically says, Look at us, we re cool, and you should buy because . Electronic communications can ask Tell us who you are, and what you need, and we ll show you how we can help . Abolish head quarters. However, for this to happen, that perimeter needs to develop intelligence and have the means to process information rapidly into valid knowledge. Obviously this is will only happen to the extent that workers have access to information tools and technologies.