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The Digital Innovation Playbook: Creating a Transformative Customer Experience by Nicholas J. Webb

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Chapter 8

Winning the Digital Race

INDYCAR CREATES THE ULTIMATE BRAND FORUM WITH ITS STRATEGIC MULTIMEDIA APPROACH

In writing The Digital Innovation Playbook I wanted to create a book that provides a true road map for businesses so that they can grow and prosper in the digital age. The problem is not that one digital strategy fits all. Companies, products, industries, and organizations themselves are very, very different. I've often said that cookie-cutter approaches toward any business strategies are fraught with failure. So when I put together case studies for this book, I wanted to provide a wide range of industry categories, products, and services. You've seen so far, with companies like the U.S. Army, Kodak, and Southwest Airlines, that vastly different organizations can utilize some basic strategies, such as an open, genuine culture and trust in their frontline employees, who have been well trained and handpicked to fit their individual needs. In your company, you can take those basic concepts and customize them.

The goal of this book is really twofold: one, that you would find a case study within this book most relevant to your organization; and two, perhaps more important, I wanted to provide evidence to show that digital strategies work in every organization when applied properly.

I think all of us have a reasonably good idea of what it takes to develop digital, new media, public relations, and marketing strategies around, for example, product-based companies. But what ...

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