Chapter 10. Big Companies Are Like Big Ships—Slow to Move and Slow to ChangE

Companies today are living in a world that is fast moving and fast changing.

How does a well-thought-out CustomerCulture make big and bureaucratic companies more nimble in a fast-moving and changing world?

Some ships are highly effective. Take aircraft carriers, for example. They combine the power of the ship with the nimbleness of the airplanes on the deck.

The ship provides the support system for the airplanes. The airplanes provide the nimbleness and ability to engage the enemies where they are.

This is an easy metaphor to understand in channel-dependent companies (those companies that distribute their products through third-party retailers or small companies. This includes ...

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