Why “Strategic Pillars” Don’t Work For AT&T (Or Your Brand Either)

Last week at the Mobile World Congress in Barcelona, AT&T announced anew partnershipwith Microsoft to produce a suite of mobile Office products and wireless plans geared for small and medium-sized businesses.It is an understandably hot (and profitable) market for any technology services provider – with one recent survey noting that “new technology” was the number one investment priority for small business owners heading into 2015.

So when you have a hot area and a business necessity to offer s...