"A Good Digital Strategy Creates a Gravitational Pull" Thanks to social media, businesses need to change how they think about influence. You can control what you say in a sales meeting, or company memo, but when people connect peer-to-peer, you lose direct control over what is said or done. The new challenge is how to have influence from a distance.
Our mental models — such as those that come from the battlefield or biology — are ill-suited for this challenge. To understand influence from a distance, we must look to a different kind of force: not mechanical or biological, but gravitational.
By definition, gravity is a force that attracts any object with mass. Every object is pulling on every other object in the universe, a fact that is known as Newton’s Law of Universal Gravitation. Objects with greater mass exert more pull, and the strength of the force increases exponentially as objects move closer together.
A digital strategy is a blueprint for managing customer-facing information technology initiatives. Whatever market your business is in, understanding your customers is the key.