Sense and Respond

2

Sense and Respond

Continuous Learning

How does the sense and respond approach create two-way conversations with the market? How do teams use these conversations to create value? Let’s consider an example.

In 2014, Time Inc. asked our company to help them build a new digital product offering for their Cooking Light magazine property. Cooking Light had spent the past thirty years building a reputation as a go-to source for healthy eating recipes. With the magazine industry in upheaval and paper-based subscriptions and ad revenue on the decline, the Cooking Light management team was faced with a challenge. It was sitting on an evergreen archive of healthy eating recipes, tips, and advice that traditionally had been delivered in one-way conversations—in ...