Replacing Broadcast Control With Networked Influence

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🔘RuiEnglish Lec: Navigating the Digital Frontier

How a business shifts its entire model—moving from traditional hierarchies to fluid, agile structures—to maintain a competitive advantage.

This lesson provides a comprehensive roadmap for transitioning from traditional broadcast models to modern networked strategies that prioritize customer empowerment. Central to this transformation is David Rogers’ framework, which maps five core digital behaviors—Access, Engage, Customize, Connect, and Collaborate—to specific business goals.

To move from theory to execution, the Strategy Generator guides organizations through five critical steps:

▶ Objective Setting: Defining direct and higher-order goals.

▶ Customer Selection: Identifying segments and their unique barriers.

▶ Strategy Selection: Choosing the behavior that best fits the goal.

▶ Concept Generation: Brainstorming specific project ideas.

▶ Define Impact: Establishing metrics to measure success.

Beyond technical implementation, the material emphasizes a profound cultural shift where companies must "unlearn" rigid habits to foster the agility needed for a hyper-connected landscape. By treating consumers as active partners rather than passive targets, businesses can turn digital volatility into a sustainable competitive advantage.
   • Replacing Broadcast Control With Networked...  
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