People knew the old ways of doing business weren’t working. People wanted new ways. “So it’s a question of articulating what’s the ‘should’ rather than what’s the ‘not,’ ” he said. This reluctance toward the “not” was understandable for a man still very much of MarketWorld. But Porter’s ideas on the “not” seemed of greater import, because if it was obvious to millions outside MarketWorld that the business protocols of the last generation had caused so many of the problems the world now confronted, it was, willfully, one suspects, not yet obvious to many within it. Perhaps hearing it from
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