Ed Cotton: Brands Need Eyes In The Back Of Their Heads
Companies can only discover new opportunities by broadening their research and expanding their peripherals.
Facebook was lucky, it knew its enemy (Instagram) because it followed the old saying “keep your enemies close”; they went to the same school, lived down the road from each other.
It’s easier to follow a competitor when you are that close, but that requires discipline from a company that’s growing so fast. Next time, when a competitor emerges from the streets of Sao Paulo, Brazil, Facebook might not be so fortunate.
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