Change From The Inside Out

Click to buy on Amazon.comThere’s a great post on Boing Boing talking about Douglas Rushkoff relating to his new book entitled Get Back In The Box: Innovation From The Inside Out. Here’s a quote that leaped out at me when I saw it because I’ve felt exactly just like Douglas in dealing with companies in the past who just don’t seem to get it.

That’s when it hit me: What this fellow needed was not to hire companies who could market like craigslist but to be more like craigslist, himself. That is, simply understand what specific product or service he’s really offering, and then do it as well and expertly as possible. That’s not what he wanted to hear. No, he wanted a new marketing campaign to define his business for him, from the outside in.

Exactly! A fancy ad campaign can’t hide what your customers can see about your business. If you want to be different, you have to start acting different. Changing your company’s culture from the inside out is just one way of doing this. Yes, it’s means taking risks but do you really think you can innovate without it?