Twitter, SXSW, and Building a 21st Century Business - 0 views
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Principles, not product.
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Be a force for good. That's Twitter's new foundational principle — and it's interesting because it takes Google's foundational principle and does it one better.
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Twitter's been focused on openness, and his response was that it's a "survival strategy." New ideas, new concepts, new applications — all flow to open organizations. That's a great way to express the point that for next-gen organizations, openness is now table stakes: fail at it, and you're not even in the game.
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That's pretty radical. Wall St, Detroit, Big Food, Big Software and HMOs are just a few for whom win/wins have mattered little, if at all. It's a simple, powerful way to frame next-gen strategy in a nutshell.
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Just as the fundamental challenge of the 21st century is making authentically, meaningfully better stuff, for the 21st century media it's communicating in better ways — not simply bombarding the reader-"consumer" with more, bigger, louder ads.
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Erasing information asymmetries is where the future of advertising lies. But you can't get there unless you can build a 21st century business first.