Some businesses are competitive mainly because their product is fundamentally sound. Other businesses are competitive mainly because their self-promotion is fundamentally sound. Etc.
It is then excruciatingly cute when a business identifies or aspires to be something which it is not-exactly, or not-yet.
When a business with a sound product believes that it's success depends mainly on promotions ... or when a business with a hype-brand believes that it's success depends mainly on its products ... sometimes we see huge budgets sacrificed at the expense of formerly-core competencies before the error in value-chain alignment is apprehended.
Some business transformations are effective. Some are thoroughly misguided.
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