“Today, to some extent, every company is a media company, but Anand emphasizes that it’s not just about the content you create; it’s the connections you make that matter—the platforms and network effects.”
Featured in Bloomberg’s Best Books of 2017.
Bharat Anand, Harvard Business School Professor of Strategy, brings a new and refreshing point of view about how companies in the can attract attention to themselves and get paid in the digital age. He does so by examining a range of companies and industries from all over the world such as The Economist, the New York Times, Schibsted and Tencent to name just a few. He also explores all fields ranging from education to talent management.
The stories these companies and endeavors tell, along with recent research on strategy, marketing and economics come together to bust long-held and popular myths, change tactics and impart vital lessons.
Contrary to accepted mores, content is not the key to success for companies; instead, it is the connectivity of customers through the content. Protecting the value of the content is not the secret of success; identifying opportunities that are related to it and are nearby is. Copying the best practices of competitors doesn’t guarantee success; understanding that choices are connected to each other and form a whole does.
While digitalization allows direct and regular interaction, it is not without its pitfalls. Bharat Anand points out these risks, but that isn’t all. He goes one step further to teach us how to maneuver around these risks. The Content Trap is full of conversations with the who’s who in many fields and the latest detailed and layered updates from the leading edge of the digital world making it an ideal guide to charting your way through the tempestuous landscape around us.