Reach Alone Cant Buy You Success
Reach alone can't buy you success
As the ATM did for the banking industry, social media and other Web communication innovations allow businesses to extend their reach immensely, potentially to an entire planet of individuals. It is tempting to think that interacting with, building or buying a tool with seemingly infinite reach will translate directly to results. Across industries, the race is on to improve reach both internally within companies and externally to vendors and customers.
The multimillion (or billion) dollar question for CEOs, CIOs, e-commerce strategists, project managers and tech geeks everywhere is, "What online capabilities does my business need?" The answer is that in the ever-evolving virtual world, there is no fixed, universal answer. However, if you're the one asking that question or if you're the one tasked with answering it, have hope. Think of the ATM.
For the successful project manager (and for countless other professionals), the impact of the ATM on the banking industry has taught us that getting the job done right depends on an understanding of the customer and the ability to establish a meaningful relationship. A tool that gives you the ability to reach the entire planet won't return anything on your investment if you don't understand what your stakeholders or customers want from their interaction with your business.
Getting caught up in the race for greater and more powerful reach is no way to succeed in the world of online business or social media. The true value for managers lies in understanding customers or stakeholders and leveraging that knowledge to foster meaningful relationships.
Mark Phillips is the Product Manager and lead spokesperson at Vertabase. Mark has presented to numerous professional groups on the subjects of software design, usability and project management. Mark has consulted for hundreds of organizations on project management and led the development of numerous Web-based and Rich Internet Applications (RIAs). Read Mark's blog about project management here. He can also be reached at firstname.lastname@example.org.