Do you and/or your company embrace strategic improvisation?

It isn’t hard to spot a few of its recent applications. Giving something away and earning money on the periphery is the same idea proffered by Wired editor Chris Anderson in his recent best-selling book, Free: The Future of a Radical Price. Voluntarily or otherwise, it is becoming the blueprint for more and more companies doing business on the Internet. Today, everybody is intensely interested in understanding how communities form across distances, because that’s what happens online.

That’s an excerpt from a terrific article in the March 2010 issue of The Atlantic about The Grateful Dead, who used the notion of strategic improvisation to become one of the most financially successful bands of all time. Check it out here.

Takeaway for marketers: Psychology has long been a significant component of serious marketing studies. In today’s networked world, it’s time to add a strong dose of sociology to the mix.

This entry was posted on Saturday, February 20th, 2010 at 10:23 am and is filed under Marketing Stuff, Marketing Takeaways.