Almost every industry today is dependent on technologies and processes far too complex for most of us to understand. Considering the technological and societal disruptions on the horizon, this dependency and our bewilderment are only set to increase.
In a world where private companies are fundamentally transforming so much of how we live, people will naturally look to them for guidance – if not demand it from them. As a consequence, I believe the great communications challenge facing organizations today is explaining what they do and why it matters.
Those companies that can provide real thought leadership, and offer a coherent vision of the future they are building, will stand out. Those that do not risk losing credibility and trust.
The customer is still king, but today content is queen. Companies, I believe, ignore her at their peril.