Competing Against Luck: The Story of Innovation and Customer Choice

by Clayton M. Christensen

To describe this job, they borrowed an acronym from the publishers of the Dallas Morning News, PICA: “Perspective, Insight, Context, and Analysis.” Readers were looking for all these things after an event had already happened and been reported on. In other words, there was still a job focused on helping readers understand the meaning and relevance of a news event after it became known to the public. But that was only the functional part of the job. The emotional part of the job for the Deseret News then layered on top of the functional job and helped readers connect those issues to their deeper interests around their families and their faith. “What the Washington Post is to DC politics, we want to be for the American family,” Gilbert says.