Influencing The Social Web: Agility Is A Factor

How agile is your marketing? Do you have layer upon layer of approval processes, committees, lawyers, and executives who need to sign off on every piece of external communication before it goes out? If yes, your business is structured for a pre-Internet world, and unfortunately this means you will always be at a disadvantage compared to agile competitors designed to take advantage of a connected society. An inescapable truth is the web rewards companies (and people) that are nimble. People interact deepest with thoughts and ideas that have character and personality. And if there is one thing that removes this, it is the superfluous layers that design by committee creates. It rips the personality from content piece by piece as it passes though each filter, and is the antithesis of agility and what makes for compelling communications.
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