The Content Trap: A Strategist’s Guide to Digital Change

by Bharat Anand

It’s striking how many digital media managers still think in terms of product appeal to individual customers rather than in terms of managing and exploiting connections. This is even more surprising in view of the fact that media consumption has always been inherently social.

Planning for news—commonly thought of as unpredictable events—can seem an oxymoron.

Apple’s ability to produce a great product was not the only game changer during the last decade. Its ability to manage complements was.

Growth and innovation often come not from offering better content, but from offering better and cheaper complements. They come from product connections.