All because we live in a digital world where everyone can interact directly and create and distribute content. In his new book, The Content Trap: A Strategist’s Guide To Digital Change, Anand offers an incisive approach for companies that favours “fostering connectivity over focusing exclusively on content”. The content trap is a set of seemingly rational behaviours that companies engage in that often turn out to be flawed. It comes not from making “the best” content but from creating content that connects people. Success comes from connecting people, products and choices, rather than focusing on content or product alone.

Source: Mint February 12, 2017 10:50 UTC