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Schließlich müssen die Mitarbeiter virtueller Teams ebenso einbezogen, motiviert und informiert werden wie jene im traditionellen Büro, weil sie sonst leicht im digitalen Jenseits vergessen werden.

Virtuelles Arbeiten ist daher häufig einsames Arbeiten. Es verlangt mehr Selbstdisziplin, mehr Zuverlässigkeit, mehr Vertrauen und Kommunikationsbereitschaft.

Culture, like brand, is misunderstood and often discounted as a touchy-feely component of business that belongs to HR. It's not intangible or fluffy, it's not a vibe or the office décor. It's one of the most important drivers that has to be set or adjusted to push long-term, sustainable success. It's not good enough just to have an amazing product and a healthy bank balance. Long-term success is dependent on a culture that is nurtured and alive. Culture is the environment in which your strategy and your brand thrives or dies a slow death. 

The mythology is that “the user is king… Companies must become user-centric. But there’s a problem: It doesn’t work. Here’s the truth: Great brands lead users, not the other way around.” Citing the example of Apple [AAPL], they quote the Apple design team who say: “It’s all bullshit and hot air created to sell consulting projects and to give insecure managers a false sense of security. At Apple, we don’t waste our time asking users, we build our brand through creating great products we believe people will love.”