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Rebooting Marketing: Forget Your Image, Focus on Relationships
Don Tapscott is an internationally sought authority, consultant and speaker on business strategy and organizational transformation. His clients include top executives of many of the world’s largest corporations and government leaders from many countries.
Mr. Tapscott has authored or coauthored thirteen widely read books on technology, business and the Net Generation. His most recent book, "Grown Up Digital: How the Net Generation is Changing the World," explores how the Net Generation learns and works and what power and influence they hold Based on in-depth research, Grown Up Digital builds on his earlier book "Growing Up Digital."
Question: What lessons have you learned from this recession?
Don Tapscott: The financial services industry needs a lot more than a fresh infusion of capital and new regulation. It needs a whole new modus operandi where integrity is baked into the DNA of the industry. Principles like interdependence and emergence and transparency and self-organization. These are the new design principles for our 20th century institutions.
If you look at the challenges facing any individual business, or government or whatever, in this much broader context, you're not going to just slash and burn as we have done in traditional recessions. You're going to stand back, think strategically and think about where does our business needs to go to compete and to be successful in this environment.
Question: How is the recession impacting the way companies do business?
Don Tapscott: I think it's causing us to think very differently about everything, like marketing. I don't think you should focus on your customers. You should engage them and co-innovate with them. You shouldn't build products or services, you should create customer experiences. You shouldn't try to build your brand as an image, a word in mind, a promise, a badge. That's not what the brand is anymore. The brand is becoming a complex construct where integrity is at the foundation of it, and a relationship is more important than an image.
The four Ps of marketing--product, place, price and promotion--these are all completely inadequate to understand how to compete in this environment.
Recorded on: June 9th, 2009.
Unlike previous recessions, we can’t slash and burn our way back to prosperity.
Educators and administrators must build new supports for faculty and student success in a world where the classroom might become virtual in the blink of an eye.
- If you or someone you know is attending school remotely, you are more than likely learning through emergency remote instruction, which is not the same as online learning, write Rich DeMillo and Steve Harmon.
- Education institutions must properly define and understand the difference between a course that is designed from inception to be taught in an online format and a course that has been rapidly converted to be offered to remote students.
- In a future involving more online instruction than any of us ever imagined, it will be crucial to meticulously design factors like learner navigation, interactive recordings, feedback loops, exams and office hours in order to maximize learning potential within the virtual environment.
Placing science and religion at opposite ends of the belief spectrum is to ignore their unique purposes.
- Science and religion (fact versus faith) are often seen as two incongruous groups. When you consider the purpose of each and the questions that they seek to answer, the comparison becomes less black and white.
- This video features religious scholars, a primatologist, a neuroendocrinologist, a comedian, and other brilliant minds considering, among other things, the evolutionary function that religion serves, the power of symbols, and the human need to learn, explore, and know the world around us so that it becomes a less scary place.
- "I think most people are actually kind of comfortable with the idea that science is a reliable way to learn about nature, but it's not the whole story and there's a place also for religion, for faith, for theology, for philosophy," says Francis Collins, American geneticist and director of the National Institutes of Health (NIH). "But that harmony perspective doesn't get as much attention. Nobody is as interested in harmony as they are in conflict."
Studying voice recordings of infected but asymptomatic people reveals potential indicators of Covid-19.
A leading British space scientist thinks there is life under the ice sheets of Europa.
- A British scientist named Professor Monica Grady recently came out in support of extraterrestrial life on Europa.
- Europa, the sixth largest moon in the solar system, may have favorable conditions for life under its miles of ice.
- The moon is one of Jupiter's 79.
Neil deGrasse Tyson wants to go ice fishing on Europa<div class="rm-shortcode" data-media_id="GLGsRX7e" data-player_id="FvQKszTI" data-rm-shortcode-id="f4790eb8f0515e036b24c4195299df28"> <div id="botr_GLGsRX7e_FvQKszTI_div" class="jwplayer-media" data-jwplayer-video-src="https://content.jwplatform.com/players/GLGsRX7e-FvQKszTI.js"> <img src="https://cdn.jwplayer.com/thumbs/GLGsRX7e-1920.jpg" class="jwplayer-media-preview" /> </div> <script src="https://content.jwplatform.com/players/GLGsRX7e-FvQKszTI.js"></script> </div>
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A study finds people are more influenced by what the other party says than their own. What gives?
- A new study has found evidence suggesting that conservative climate skepticism is driven by reactions to liberal support for science.
- This was determined both by comparing polling data to records of cues given by leaders, and through a survey.
- The findings could lead to new methods of influencing public opinion.