Predicting the turn

Dave Knox

Blue-chip companies were not ready for digital and the start-ups that grew from it; they now need to adapt to the new rules.

Blue-chip companies are playing a high-stakes game against startups, warns Dave Knox, and it's time they understood the new rules.

In 2008, I had the opportunity to be a founding member of Procter & Gamble's Digital Business Strategy team. Reporting to the chief marketing officer, our corporate team of three was initially positioned within the company's Global Marketing Capability organisation. This P&G organisation develops and hones the best practices of brand-building and has been the top marketer training ground for decades.

The mandate of the Digital Business Strategy team was capability development initially, with the added challenge of building the...

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