A provocative argument challenges conventional brand engagements and consultancies

The speed of technology is shifting markets and categories at an astounding speed. Is Pinterest in the commerce business? Is Facebook a virtual reality company? Is Google in the market of robotics or information?

When large organizations contemplate change, conventional brand consultancies sell a pretty standardized solution:

Conduct stakeholder interviews, undertake comprehensive research programs, then position the company to create greater differentiation in the market. In short, be sure of your direction and get political buy-in from the fragmented organization—then turn the ship slowly. And it seems to make sense: For a Fortune 500 company this kind of project could range between $2-3 million and take 3-5 months. But is it really worth the investment?

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