How to fail backward
The Harvard guys have been telling us that failing forward can be a good thing -- learning, adapting, all that innovation stuff. But there's another kind of failure: failing backward. Here's a how-to guide:
- Delegate all the online stuff to the "online guy" because it's too technical to understand.
- Declare you're "digital first" but change none of your measurements and incentives.
- Remind yourself that print delivers 80% of your revenues -- as if that's a good thing.
- Believe your own chest-thumpery about how many people you reach online while ignoring the dismal truth about frequency.
- Continue to look down with scorn on the local TV station -- as it passes you in Web traffic.
- Imagine the iPad will save newspapers.
Feel free to add to the list in the comments.