Get Back in the Box
336 pages, 2007
business & management1082 books
Douglas Rushkoff was one of the first social commentators to identify the new culture around the internet. He has spent nearly a decade advising companies on the ways they can re-orient their businesses to the transformations the internet has caused. Rushkoff has discovered an important and unrecognized shift in American business through his speaking and consulting. Too many companies are panicked and operating in survival mode when the worst of the crisis has already passed.
Likening the internet transformation to the intellectual and technological ferment of the Enlightenment, Rushkoff suggests we have a remarkable opportunity to re-integrate our new perspective with the work we actually do. Instead of running around trying to "think out of the box," Rushkoff demonstrates now is the time to "get back in the box" and improve the way we do our jobs, run our operations and drive innovation from the ground up.
Combining stories gleaned from his consulting with a thrilling tour of history's dramatic moments and clever readings of the cultural shifts we've just experienced, Rushkoff offers a compelling vision of the simple and effective ways businesses can re-invigorate themselves.
Douglas Rushkoff encourages businesses to look inward for innovation. Instead of chasing the next big thing, he suggests that companies should explore their core competencies and find ways to improve upon them. This approach can lead to more sustainable growth and success.
Rushkoff emphasizes the importance of authenticity in business. He argues that customers are more likely to trust and engage with companies that are genuine and transparent. So, take a look at your business practices and see if there are ways to make them more authentic.
Get Back in the Box highlights the importance of understanding your customers. Rushkoff suggests that businesses should research their customers' needs and preferences to create products and services that truly meet their needs. This customer-centric approach can lead to increased customer loyalty and business growth.
Rushkoff explores the role of narrative in business. He believes that a compelling story can help businesses connect with their customers on a deeper level. So, check your company's story and see if it resonates with your target audience.
In the book, he encourages businesses to embrace complexity rather than shy away from it. He argues that complex systems can lead to innovation and growth. So, don't be afraid to dig into the complexities of your business and find ways to leverage them for success.