Andy Nulman reminds us that nobody knows how they're going to get where they want to go. The winners understand this, and build plans that allow for flexibility, adaptation, and the guts to cut bait and shift direction drastically as things change.
Things have changed considerably in the last couple of years. Think about the rise and integration of social media, which organizations considered a fad that would go away until they figured out they, too, could benefit from using it.
Hundreds of channels to choose from on television. Then attention split among as many sites and choices online, in addition to it. New tools and devices people can use to create and personalize their own digital experience and content.
Usually people ask me: what is the next Facebook? That's entirely the wrong question. Moving forward is the best way to look forward.