A change will do you good

If your company’s theme song is “Tradition” from Fiddler on the Roof, this post may not be for you. Otherwise read on to learn how organizations are embracing transformation and how new roles are shaking up the way. After all, as Tevye would say, “Our old ways were once new, weren't they?”

However, embracing the new doesn’t mean forgetting that those who have been in the business for many years have valuable knowledge to share with those just starting their careers. As Laura Anger, VP human resources, Crain Communications, put it, “Companies that do well will have experienced people who share advice with the less experienced and vice versa.”

Anger and fellow transformation leaders Steve Davis, vice president and group publisher, SRDS and John Rockwell, VP audience development, chemical division, Access Intelligence shared how their organizations were adapting to the changing media environment.

Here’s how your company can stay ahead:

- Start thinking outside the box; that audience development expert may also make a great sales rep.
- Don’t just say you’re embracing transformation, do something about it.
- No one is going to become a video-Web-podcast-SEM expert overnight, so encourage your staff to learn and grow.
- Don’t put Baby in the corner—especially if Baby is your IT person. She may be a bigger asset to your brand than you know.
- Look at your brand as a whole, not as different silos; otherwise you may be missing out on an entire audience.

posted by Gail Hoffer

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[Baby]

Nobody puts me in the corner. Nobody.