Communications organizations that need improvement – in terms of talent, capabilities and processes – often look to the outside for answers. And to an extent, that’s not a bad idea. Looking from the outside can help gain perspective, identify best practices and facilitate benchmarking opportunities.
Many years ago during my early days at Burson-Marsteller I became familiar with an approach called the Strategy Selection Outline process. I think it was something the old Marsteller Advertising agency occasionally used.
The future of the enterprise is social engagement: the active, mutually-beneficial exchange of value between an organization and its constituents. This mutual exchange of value is not just about products but about useful information that builds commonality of interests and a sense of trust.