Reinvigorating businesses and brands
Remember the five-year plan? In today's environment, it's difficult to imagine anyone putting much credence in a plan that looks that far into the future. New category killers can explode onto the scene without warning and from any direction. Electric typewriter, meet the PC. Encyclopedia Britannica, meet Wikipedia. How relevant were Yahoo!'s well-laid plans once Google came online? What is rewarded today is not so much longevity or tradition as agility and a willingness to rethink the business and reinvent the brand. Standing still is a risk no company can afford to take.
McDonald's...