Depth in Decisions: thoughts on Brito’s thoughts

“Change is the only constant” is something I hear time and time again. In his post on social business strategy, Michel Brito states that “organizations today must change if they want to stay relevant and competitive.” I agree with Michel, but I must ask the question, “What is your company’s motivation for said change?”

There are two forms of thought when making decisions: reactive and proactive. When a company changes merely for the sake of trying something different or because there is pressure to change from a competitor’s innovation or a customer’s lost interest, reactive thought occurs. It is easy to do something just because someone says it must be done or because it appears to be the latest fad for growing a business. Often time, this train of thought continues down a slippery slope of lost identity because the reactive change is usually temporary in nature. On this note, I am glad that Brito corrects himself in this blog post by furthering the story.

As Brito said, a social business strategy is an enabler because it opens a company up to a number of possibilities. It gets them to start becoming more proactive with their changes to core identity and structure. Questions starting with “Why?” and “How?” make there way into the conversation bringing targeted meaning and direction to further change.

Brito comments that all companies should see themselves as a media company.  As said in his post, people are continuing to have shorter and shorter attention spans. They may give companies a shot to impress; but once something goes wrong, they move on to the next “contestant.” This idea shows that maybe there isn’t a lot of brand loyalty anymore. By proactively choosing to become a media oriented company, one could lead the charge towards getting that brand loyalty back by engaging employees and customers alike.

Transitioning to this mindset takes time but is essential to staying relevant because of how saturated industries are becoming. I agree with Brito when he stresses the importance of taking this seriously because it brings so much benefit. Establishing a clear voice helps with separating oneself from the crowd, but it also establishes a framework for understanding why each change occurs. The core values behind the social business mindset could help boost the company from lagger to leading industry innovator. I’ve found that good companies have an established lifestyle or culture that transcends any fear that comes with tactical change.

In the end, I’m glad that we are discussing this. I think the future can be bright for students like us who understand these concepts, for we could receive opportunities to help turn companies toward this social business strategy and become a media company.


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