Seth Godin offers insight into going "offroad" with your strategy. Most marketing executives are conservative when it comes to new products — testing with focus groups, gaining consensus within the organization and just generally covering their behinds in case the product doesn't sell. Godin encourages companies to go "offroad" and cites the example of Dyson vacuum cleaners.
Although it's always easier to embrace revolutionary and risky strategies as a paid consultant rather than a senior manager, there are some good suggestions here.
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