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Deciding to Go Digital

By: Keith H. HammondsWed Dec 19, 2007 at 8:09 AM
Rick Schnall's glimpse of the future was enough to pull three companies together -- and out of the past.

You have money? Good. Spend it! Big companies typically have access to more capital than startups do. That's a key competitive edge in the online world. Intelligent spending can put you in the fast lane to the Net.

Eat your own -- or be eaten. Any new Net venture will likely cannibalize all or part of your existing business. Your choice: Stick to the old model and risk having 100% of an obsolete market, or make your own operations obsolete. It is better to eat than to be eaten -- even if you're eating your own.

Speed rules. (No, faster still!) Get used to it: The Internet moves at a much faster pace than your old-line business is used to. New products appear and die in a heartbeat. Strategies collapse overnight. Be prepared to think fast, to act on little information, and to change all the time.

Seek out new life forms. The Net will require skills and capacities that your old company doesn't have. Be prepared to hire new people, enter into partnerships, strategic alliances, joint ventures, and investment relationships with organizations that you've never considered working with before.

Failure is not an option. (But it is a distinct possibility.) The Net is a high-risk game, in large part because no one is sure what the rules are. Play to win -- and be prepared to fail.

From Issue nc02 | November 2000

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