All posts by Robert Payne

Multichannel marketing and communications professional with a proven ability to deliver award-winning campaigns that inspire action from difficult to reach and discerning audiences. • I’ve exceeded benchmarks time and again across programmatic and social media buys. • Empowered sales teams with tightly integrated lead funnels and lifecycle management solutions leveraging Salesforce.com. • Know how to craft a compelling narrative and have won over a dozen video production awards in the past 5 years. • Served on both the interactive agency and client side, and I am a highly capable sparring partner for any marketing professional whether B2B or B2C. Most recently, I helped the Georgia Department of Economic Development attract new business both domestically and in 12 strategic markets around the globe. In the 7 years I ran Georgia’s global marketing efforts, we were selected as the #1 State for Business by Site Selection magazine, and its database of site consultants, for an unprecedented 7 years in a row. Jobs and investment grew steadily YOY due to a healthy pipeline of prospects. In addition, the Department’s commitment to marketing over that same period of time grew more than 300% because the ROI was clear and measurable. I also managed a team of 5 and 4 agency relationships for interactive, pr, traditional and video production. My online marketing career started with the direction of email marketing and web campaigns for Mandalay Resort Group, resulting in several awards for creative execution and exceptional return on investment. This caught the attention of the interactive marketing company, Twelve Horses where I directed their corporate marketing, advertising, and public relations efforts, as well as provided strategic consulting for travel/tourism clients such as Park City, Heavenly Mountain Resort, and America’s Adventure Place. Leveraging my experience with media and multi-channel marketing technology, I went on to lead the marketing and branding initiatives for SAXOTECH (now NEWSCYCLE), a global provider of content management platforms, circulation systems and advertising solutions for the media industry. I’ve worked in sales, marketing, advertising and public relations for a variety of other companies, including Switchback PR & Marketing, Stoel Rives LLP, Preferred Capital Corporation and Patagonia. I have an MBA with a specialization in Marketing and a BA from Clemson University. Side hustle: My photography has appeared in countless ads, brochures, and marketing campaigns.

Utah Business Announces 2009 iQ Awards Finalists

And Twelve Horses is one of them!

Ticketing_Software

In the past year, we have worked very hard to bring to the market place an innovative new ticketing system that provides airline quality ticketing for medium-sized businesses. While there are quite a few masters of ticketing out there, we feel that we have a unique perspective and position in the electronic ticketing space.

A few things we made sure to address:

  • Price: We found current pricing to be ridiculous and borderline monopolistic.
  • Integration: Ticketing should not be a closed system and instead play nicely with other platforms like, for example, Salesforce.com.
  • Mobile: There is no reason why you shouldn’t be able to get a ticket to your mobile phone.
  • Customer Service: We are getting rid of frustratingly long and unnecessary Will Call lines.
  • Branding: It should be your branding on all customer touch points including:
    • Web
    • Email
    • Mobile
    • Printed Tickets
    • Kiosks
  • Security: Can you believe an airline was not encrypting credit card information?
  • Marketing Meets Operations: Managing and implementing multi-channel ticketing should not be confined by complex systems but instead be easy to use.
  • And much more in regards to ticketing, fulfillment, customer service, and reporting.

Needless to say, we hope to be chosen in our category. As you can see below, winners will be announced on January 28th. Wish us luck!

Utah Business and Wasatch Digital iQ are pleased to announce the finalists of the 2009 IQ Awards, the second annual innovation recognition program that highlights some of the most exciting and innovative products, processes and procedures coming out of Utah’s bright minds.

This year, 30 exceptional companies were selected as finalists in nine categories, recognizing the most innovative as well as creative ideas and solutions in technology. These tech-savvy businesses are pioneering a space in their industries – or creating a whole new one. Join us in saluting the innovations that will change the way the world lives, thinks and works.

The finalists will be featured in the February 2009 issue of the magazine and the winners will be announced at a luncheon sponsored by Utah Business on January 28. For more information or to register for the event, please visit www.events.utahbusiness.com.

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New Year Resolution…

Is to lose some weight and get in better shape; or so the story goes.

Saw this blimp on a bike ride and thought I’d have fun with it.

Outback_Steakhouse

Turning Passion and Compassion into Positive Change

This is a great video from Brad Ludden and the First Descents crew illustrating how kayaking is serving as a source of empowerment for people afflicted with cancer.

WordPress 2.7 is Now Available

That’s right folks! Last week the Twelve Horses crew received this following internal email from IT:

Automatic will be releasing WordPress 2.7 in the next few days. This will be a very significant upgrade for quite a few reasons. One of which makes me very very excited. Automatic Upgrades! Not only is it an important security upgrade, but it also has the potential of making future upgrades painless and far less time consuming for both Twelve Horses and our clients. The first thing everyone will notice is that the Administration area has received a major overhaul. The navigation menu appears to have taken on a more classic CMS design, and is now on the left side with collapsible menus. The Dashboard is now customizable with drag and drop widgets including a simple WYSIWYG quick post widget. Plugins now have a “Search and Install” feature built in, so you don’t need SFTP access to install your FlickrRSS and wptwitter plugins. Like I said, there is also the new Automatic Upgrade tool. A feature I cannot wait to test and use in the future!

One personal reason why I posted most of the email verbatim is because I find it quite amusing. IT get excited about something?!? Ha! Shows you how much we all love WordPress.

Props to the WordPress crew for this excellent video detailing its launch. It is soooo Matt Mullenweg with the jazz theme.

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Meeting Your Expectations

Event_Planning I’d be remiss not to mention the trumpeting elephant in the room – the economic recession – – the economic recession – the economic recession. But despite the unfortunate turn of events life and business goes on, and professionals are still meeting and attending conferences if not for the sole purpose of formulating stronger relationships for continuing business and new opportunities.

Planning conferences and tradeshows is big business, and there are accredited meeting planners or CMPs who specialize in architecting very complex and multi-faceted events. As attendees, we often take conferences and events for granted, but behind the scenes these meeting professionals are managing a myriad of tasks from:

  • Scheduling
  • Location
  • Hotel & Venue
  • Transportation
  • Packages
  • Bids & Contracts
  • Audio & Visual Equipment
  • Online Marketing
  • Database Management
  • Meetups
  • Follow-up Surveys
  • And the list goes on…

Needless to say, there is a lot of room for things to go wrong in a BIG way, or for something simple to get overlooked. Fortunately, a lot of this process can and is automated.

Destination Marketing

Destination marketing clients like Monterey, America’s Adventure Place, and City of Henderson really strive to provide a seamless solution for their sales teams as they service the requests of meeting planners from all over the globe. After all, these folks are competing against countless different locations to attract that next big event. They need to rely on an effective means of delivering the required information and documentation, as well as recording data.

Making use of web technology to provide front-end information for meeting planners like videos and virtual tours, location options and specifications, and exciting activities for conference attendees to do when they are not meeting is just one part of it. On the back-end there is both the routing and response of RFPs, as well as receiving and recording signed contracts and valuable feedback.

The destination’s sales team work closely with meeting planners to tailor the event and make sure they are getting the most out of it. When this particular client hopefully returns the next year, they need to remember prices, attendance, problems, successes and so on.

If a particular meeting planner decides to go with another destination the organization needs to know why so they can address problems and improve their experience – they need a process in place to request and record valuable feedback. Furthermore, what happens if one particular sales rep leaves? It is imperative that he organization have centralized, integrated access to all of this information.

Think about dealing with all of this over the course of many years and hundreds of thousands of different events, meeting planners, and sales reps. That’s a lot of data!

Now let’s look at it from the side of meeting planners.

Meeting Planners

I’ve done my fair share of event marketing and management, but I was interested in hearing what someone else had to say in regards to the challenges of meeting planning. Therefore, I reached out to Vicki Hawarden, vice president of knowledge management and events for Meeting Professionals International (MPI) to ask two questions:

  1. What are the biggest challenges meeting planners face when it comes to using web technology to orchestrate a successful event?
  2. How much of a role does social media play for meeting planners, and if it is significant, what are the benefits and problems?

She was kind enough to answer, and here is the response:

    1. To me, the biggest challenge is integration. So many software programs and technology vendors offer solutions to one or more pieces of the puzzle, but few of the solutions are comprehensive. And if they were comprehensive, it would be a little scary to put so many eggs into one technology basket. So for me, the challenge has always been how to balance our supplier solutions so we get the best from each partner, without excessive overlap or without creating difficulties with disparate systems talking to each other. For example, suppose we want to allow our speakers to submit content on-line, push that to our community, let attendees interact with speakers or create their own unique agendas, plus input exhibitor appointments into that schedule. We could work on this project with a content vendor, our audio visual company, our on-line exhibit software or a combination thereof. It’s hard to know what will be easiest to implement and provide the most seamless and user friendly results.
    2. Social media is probably not a big issue, yet, for many planners. But given how interconnected we are all becoming, and how easy it is to use the new social media on our cell phones, I’m sure it will become an issue sooner than later. I’ve grown used to staying in touch with my friends and associates through Facebook, and it would greatly enhance my meeting experience to have this same connectivity with peers, speakers, potential suppliers and so on. The trick is to provide something easy to use that’s not intrusive, and the choices are confusing at the moment. Again, there are so many features to evaluate, and without experimentation, it’s hard to know which ones will really be a hit with attendees. MPI is experimenting with different types of social media tools at our MeetDifferent conference in February, in Atlanta, and the whole point is that MPI will try out some options so meeting planners can experience the results.

I couldn’t agree more with Vicki’s response to the first question. It is important for your organization to align itself with vendors that play nicely with other platforms, or choose one company that provides a suite of systems that address your needs. My vote would be the latter because it will save you an excessive amount of (no pun intended) meetings communicating the same requirements over and over again and dealing with different individuals.

When it comes to second response, I will take the opportunity to interject some recent personal experience. Not too long ago I conducted a follow-up survey asking attendees how they heard about the event. The overwhelming response was Word-of-Mouth. Now I know that cannot be true because of the location it was held in and the other questions asked. Furthermore, when I looked back at the analytics I saw a good amount of traffic coming from places like Twitter, Facebook, and the blog. This is interesting because it shows that discussion of the event had became such a part of the online conversation that in hindsight attendees believed they simply heard about it. Combine this with some of the onsite event Twitter apps we’ve seen in use, Facebook groups, YouTube video campaigns, Flickr views, friends feeds and RSS readers, it starts to add up to an even greater event experience.

After all, don’t we want folks to come to our next event?

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The Keys to Giving Thanks

Casa_MoradaSure, family is important, but if you are tempted to avoid all the hassles of baking a bird and packing on more calories than nature ever intended, you might just think about disappearing down to the Florida Keys for Thanksgiving. That is exactly what I chose to do this year, and a light suitcase containing no ancestral commitments was all the trip required.

Islamorada

I’ve been to Key West before, and while I enjoy a vibrant downtown scene and the anthropology of people watching, I wasn’t really interested in that being the focal point of the trip. My primary goal was to hide out, maybe get a little fishing in, and set aside plenty of time to relax and catch up on the stack of books I’d built up. While planning, I systematically went through every Key in the chain using Google Maps to find the ideal spot, and I kept coming back to Islamorada. It is close enough to civilization to make driving or flying a snap, but far enough in latitude to give you the island feel you’re really needing. Plus, it just so happens to be an epicenter for excellent backcountry and deep water fishing. If Jimmie Albright were still around, he’d tell you himself. But more of that in a minute. First thing to do is to get a solid place to sleep.

Casa Morada

I’ve got to admit, I’m a bit of brat when it comes to quality accommodations, especially on my precious vacation. I’d rather save money eating peanut butter and jelly sandwiches just so I can blow it all on a decent place to rest. No, I don’t want to “Conch on In,” and there is nothing more annoying or distasteful to me than some cheesy motel-hotel bespeckled with expired sea creatures and fishing net decor. I want nice ambiance, good thread counts, and quality customer service.

Casa_Morada_Sun_Has_Set

Maybe it was the article in Conde Naste, or the fact that they have a nice website, but I kept coming back to Casa Morada. Owned by three women with hotel management experience, they’ve taken the time to construct an experience beyond just heads-in-beds. It’s not ridiculous, in other words, don’t expect a valet to polish your ass to a shimmering hue, but they do offer excellent customer service and plenty of attention to the little details. The rooms are well-styled with views of the water, beautiful landscaping, and there are a myriad of little things like complimentary breakfast, yoga, web access, bottles of water, movies, or even just a cool hand-delivered scented towel by the pool, to accentuate your personal enjoyment and help you get in the groove.

There is plenty to do if you need to DO something. Take advantage of their bocce court, sunset sails, snorkeling equipment, sea kayaks, and close proximity to all the restaurants and bars you would want to visit in Islamorada. If you want to leave there are several beautiful state parks close by, and I must admit I did end up driving down to Key West one day just to pay homage to Ernest Hemingway – it is approximately a 2-hour drive one way. But the other big thing you should do at Casa Morada is get picked up right at the property  for a charter fishing trip.

Charter Fishing

Dolphin

November is an interesting time for the Keys when it comes to catching fish. Tarpon and Bonefish are pretty slow, but there are plenty of Red Fish and Snook to be had. Out beyond the reef the Sailfish are coming in to play, and there’s always the chance for a Dolphin. Just depends on what you’re interested in. For me, well, I grew up doing plenty of inshore fishing. It’s not that I don’t enjoy it, in fact, I look forward to going back down to the Keys to do just that. But for this trip it occurred to me that I had never before caught a Sailfish.

There are a lot of guides down in the Keys who run 40+ foot yachts with tuna towers. They do this so they can carry a crew and sight fish from overhead. The problem with this is you are going to pay around $1200/day plus any tips you decide to toss around. Beyond the expense, this route can be a little unnecessary unless you need to run really far offshore. What is so great about the Keys is that you don’t have to motor for miles to get into some really good offshore fishing.

Chris_Barron

Personally, I would rather run with a guy on a smaller boat, fish with lighter tackle, and be a part of the process. That’s exactly what I got from Chris Barron at Stray Cat Charters. He’s been guiding down in Islamorada and the Keys for 30 years. Needless to say, he knows what he is doing. We were monitoring the success of many of the other big boats over CB radio while were trolled about, and most of them were having little to no success. But Chris hooked it up, and I had a ball fighting a beautiful sailfish that took me full circle around the entire circumference of the boat, putting up an impressive display.

Even though it was a slow morning, Chris took the extra time to troll closer to the reef. Before I realized it, he was turning the boat into a shower of Ballyhoo, and moments later there was the heart-starting pop of the line and the sound of the drag reeling off to the stubborn pull of a Dolphin.

Sailfish Fishing

Restaurants

Good eats are the only fundamental functions of a good vacation that are a little lacking in Islamorada.  Beyond the good food at Casa Morada, my favorite bang for the buck was Morada Bay Restaurant. Even though I had to send my lobster bisque back, the rest of my meal was satisfactory and the ambiance was great. If you head to Key West for the day and are a fan of oysters on the half shell, pop in to Pepe’s Cafe.  Established in 1909, Pepe’s garners the title of “oldest restaurant in town.” To me that says they’ve had plenty of practice. The oysters are shucked only after you order them, so you are guaranteed they will be plump and delicious. Hemingway's_House_Cat

Relaxing

It is a difficult thing for me to do, but I hope you find time to simply relax and read. Ernest Hemingway once said, “All good books are alike in that they are truer than if they had really happened.” If you are interested in some offbeat Florida-centric humor, check out Carl Hiassen’s, Skinny Dip. If history is your game you might find Les Standiford’s, Last Train to Paradise interesting, for it deals with the construction and destruction of Henry Flagler’s railroad, which once connected to the Keys to the capital markets of America.

So next year, save a turkey and come back home a little sun-kissed and satiated from some time in the southern climes. You’ll catch up with your folks over Christmas…or Easter…or some time soon. Better yet, have them meet you there.

BrandEvolution WrapUp

On November 13th, Twelve Horses joined Stanley Hainsworth of Tether and Mike Bonifer of Game Changers at The Depot in Salt Lake City for BrandEvolution. Produced by QuarterHorse, this quarter day symposium was focused on how to translate and transform brands online. The event featured some surprising but fun interactive exercises that rely on improvisation techniques, and we also worked together as groups to build and present our own brands. Afterwards, we all engaged in some good old cocktails and conversation before exploring the restaurants and bars of SLC. It was a good time, and I think we all walked away with a new perspective on branding and online marketing. Stay tuned for the next QuarterHorse event!

Here is a little video of the event.

And some pics:

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Baja and Bust

baja Would you head down to Baja with two beautiful girls in a vintage VW van in the middle of the summer? Hell yes?

It is a long drive from Lake Tahoe to the southern tip of Baja, but the cost of gas and the time it takes are minor details when it comes to realizing a vision. There is a world to see, damn-it, and nothing is going to get in the way! Well, maybe except for a few wild horses, 18-year olds wielding machine guns at intermittent check points, and a spitter, sputtering VW van that would have looked better at a Grateful Dead concert, as opposed to whining down desert roads in the middle of nowhere.

And that’s just for starters.

Cruising

The trip started off rather well, actually. Not a care in the world as we made our way south past countless uncrowded surf spots and rugged landscape cut only by  the occasional dirt road, cacti forest, and ancient lava path. There are so many odd sights that oscillate between the unholy edge of the forgotten universe and the final frontier. Dilapidated structures, skeletons of expired cars, and people nonchalantly pushing refuse from open car doors is juxtaposed to the life of the sea, the escape of the open desert, and the fervent land that marks the southern end of the Sierra Nevada range.

Once we cut across the peninsula we slept in palapas, snorkeled from sea kayaks, and ate fresh seafood. All the while the Sea of Cortez shimmered bright blue against the backdrop of Jesuit palms and volcanic isles. It was satiating and well worth the many miles of driving. It was not until we turned to go home that things went awry.

Who Needs Money?

The first hint of disaster started with an invitation to go out in the boat with a stranger. He was fine, really, a good man, and we had fun water skiing and cruising about. But we left many of our possessions locked in the van while out on the water. Upon return, we discovered that our cash and valuables were gone, unwillingly donated to the local population. Packing our remaining belongings was bittersweet, but we shrugged it off and shelved it as a lesson learned.

Baja Beach Diet

The trip back was uneventful until minor grumbles turned to a painful roar. We were sick. Was it the fruit in the fish tacos, the ice in the margaritas? Either way, it was time to sequester ourselves in a hotel equipped with proper facilities until we weathered the storm. The next morning we were weak, but we climbed into the van once more. Moods lightened as we moved north and came closer and closer to the border. Then something strange happened.

Road Wars

A white Ford Explorer with California plates purposely moved past us and positioned itself directly in front of us. Next, a Honda pushed up and paired itself right alongside the other car. Then they began to slow. We respectfully moved into the left lane and tried to pass but neither car budged. After a while traffic built up, and the Honda innocently allowed the other cars to go on. We attempted to join them, but they quickly resumed their previous position and blocked us from passing.

It went on like this for some time until we eventually came across an exit and took it. We waited for a few minutes and then made our way back on the road. There they were waiting for us. They menacingly moved back into their positions in front. Frustration turned to fear.

Not long after we came to a toll. Fortunately, our line progressed faster, and we sped out in front of the two other cars. Despite our advance, the VW engine was no match, and the Ford and Honda quickly caught up to us to continue their harassment.

Finally, we slowed down to 20 in a 60mph zone and held fast. The two cars kept motioning us to come forward, wielding what looked like a flare or gun, but we stayed firm. Eventually they grew tired of our lack of engagement and sped off towards Tijuana, the city marking the border we were now craving with renewed intensity.

The Dividing Line

At the border the traffic often stacks up in long lines as officials check for illegal items and individuals. For whatever reason our line crept forward faster than the others. As if it had been scripted, our would-be assailants quickly came in to view in the adjoining line.

We told each other not to look over. Don’t engage them, we reasoned, and they will surely do the same. After all, there are border officials and countless people around. But it was not long after we passed them that trouble presented itself at the driver-side window.

I looked over and young girl was wrapping on the window saying, “you almost killed my friend…you almost killed my friend!” The window was roughly a third of the way down, so I purposefully rolled it up and tried to ignore her. Moments later a large figure filled the pane and began beating the glass with a stick and shouting in Spanish. He was joined by a smaller accomplice, and together they were an ominous threat. I motioned that I had no idea what they were saying.

The brutish fellow opted to hand the stick to his counterpart, and he reached back and effortlessly pushed his fist through the window. Shards of glass went everywhere. All I could think of was to get myself out of the seat belt. The problem, however, was that the latch was in the shadow of the fist-wielding man crusher and his stick-swinging sidekick. The girls were tugging upon me and screaming.

The Aftermath

As soon as it had started it was over. I was bleeding from various places due to the glass, as well as a sharp gash from the stick. That was about it though, and I felt fortunate it had not been worse. Police soon arrived, but the perpetrators had pushed their way out of traffic and sped away into the concealing streets of Tijuana. Filing a police report felt like the most futile thing I have ever done in my life.

We shook ourselves off, moved back into line, and made our way back into the States. I was sitting in the rear of the van collecting myself, running through scenes from Reservoir Dogs, when suddenly a loud pop shocked our already frayed nerves.

As the two assailants made their escape, one of them left a parting gift consisting of a small hole in the long horizontal window in the rear of the van. Caught up in the shock of random violence, we had not noticed the damage. When we got up to speed the inward wind pressure completed the job, and showered glass throughout the interior of the vehicle.

Baja

Baja Builds Character?

We earned our Baja badges: cardboard duct-taped to where the windows once were, a wild look in our eyes, and a very strong desire to get back home. Despite everything that happened, I am extremely happy it was not worse. Thoughts of the van’s engine bursting into flames, being caught by treacherous characters at an impromptu camp spot, or worse have all occupied my mind at one time or another. Something tells me that two girls in a VW van will not be the means in which I return to this unforgiving land.

Fishing Lesson

I’ve always loved this picture of my father, brother, and me ambling upstream on the East Fork of the Chattooga River. Since the early 80’s it has sat steadfast upon my Dad’s bureau, and only until now have I been able to obtain a digital image of it.

Having recently become a new father, this picture offers renewed significance. Like fly fishing, parenting requires patience and timing, keen observation, and trial and error. And whether or not the right balance is achieved, there is inevitably some form of personal discovery and reward.

Fishing_Lesson

Interview with Improvisation Master – Mike Bonifer

A while back you might recall a blog post I did on improvisation for business training with Mike Bonifer. The entire Twelve Horses organization had the opportunity to take part in some very informative and thought provoking workshops, scheduled over the course of several weeks, which were designed to push us outside of our comfort zones and approach business strategy and brainstorming in a different way. I think I can speak for everyone that participated when I say, we walked away energized and enlightened.

This Thursday Mike will join Stanley Hainsworth on stage at The Depot in downtown Salt Lake City for a branding symposium focused on how to translate and transform brands online. If you are wondering whether you’ll enjoy it, I can promise you that it will be like a conference, but thankfully not a conference.

Building up to the event, Mike took some time to talk with the UtahPulse about some of what you might expect from attending. Here is the interview in its entirety, but you might prefer to listen to the podcast recording on their website.

Brand Evolution: Mike Bonifer

MikeBonifer Any good businessperson should be able to improvise. The best improvisers are good listeners. So says Mike Bonifer, author of Game Changers and co-founder of a company by the same name. “I think it all begins with an understanding that we are brands who perform for the marketplace. Everyone has a vested interest in listening.”

Bonifer says the immediacy of today’s business environment, with blogs, microblogs and social networking, makes being able to improvise important. “Let’s just contrast it with scripting. Scripted behaviors are, by their very nature, about something you want to happen, and it’s almost like you envision it and you write about it after the fact. Stories and the narrative form are designed to chronicle something that’s already happened. So, you’re imagining that something has already happened, and then you go out with the script and try to make it come true.”

Bonifer says that game plan worked when the communication channels available were limited, but no more. “With things happening so quickly today, there is no time to script for every scenario, and by the time you’ve scripted to accommodate a certain scenario, that scenario has already evolved and changed. The script is no longer applicable. What do you do? You improvise your narrative, and improvisation is the discipline that lets you do that in a way that makes it not just random and ad-hoc, but disciplined and focused.”

If you want an example of businesses that are well suited for an improvisational environment, Bonifer says you need look no farther than Silicon Valley. “I think they understand that there is no dishonor is failure, and there is a tremendous amount of learning that comes with it. That’s why you see venture capitalists step up to the plate repeatedly with people that tried to launch an application or product and have failed, but there’s been a lot of learning and there’s been progress through the effort.”

Contrast the nimbleness of Silicon Valley with companies that are rooted in the industrial age. Bonifer says all companies are discovering the need to be more agile and more improvisational. “On one end you have silicon valley and the technology and media companies that are constantly renewing their relationship with the marketplace. On the other hand you have companies that have been selling the same product since the turn of the century and don’t see a real reason to rock the boat, or don’t see it until it’s too late.”

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