Making that leap from controlling to changing

One of the areas that we constantly see is organisations trying to maintain a status quo with their brand and the way they communicate with their employees and their customers .

The real key for growth  is to keep experimenting, keep connecting up with new people and new organisations and become more transparent in the way they work, communicate internally and externally.
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Many organisations are still not designing their brand and their future success with the whole experience of people engaged with them. Instead they appear to be stuck in a world of logos, taglines and definitions of identities.
 
Look at brands like Airbnb and Zopa, the world’s first peer-to-peer money lending service, to consider how you can connect your customers directly to each other and have them create mutual value.
 
Building businesses without walls will provide the creativity that will replace ownership with sharing, control with creativity and replace Silos with transparency.
 
Transmitting to people the things we have created is the status quo, instead we should be providing the things that people shape themselves. This way we will stop controlling and think about the real changes we need to make. In a sense tomorrow’s high-growth businesses will be constantly experimental and completely boundary less.

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