I am super-thrilled that my TED University talk from this year’s TED Global conference that took place in Edinburgh in June made it onto the TED.com homepage this morning. It’s very flattering and, like being on the actual TED stage in person, also a bit nerve-wrecking.
Titled “3 Ways To (Usefully Lose) Control Of Your Brand,” the 6-minute talk explores – as much as that is possible in such short amount of time – how companies can respond to evermore demanding customers and employees who are empowered by hyper-connectivity and the ‘radical transparency’ of social media. Popular belief holds that commitment is fickle, reputation volatile, and loyalty scarce. In short: Companies have lost control – over their workforce, their customers, and as a result, their brands.
But have they really? In my talk, I argue that companies have never been in control, and that they actually have more control over the loss of control than ever before – in fact, they can design for the loss of control…
Also see this great summary on the TED Blog.
...and a related, longer article on design mind (republished by Rotman Magazine)
...as well as a brief reflection on my experience at TEDGlobal…
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