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Ceasing to be “Great”

 

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I read with some interest today that Circuit City, the consumer electronics retailer, is filing for bankruptcy. It was interesting because just a few years ago, Circuit City was cited by management expert Jim Collins in his landmark book Good to Great as an example of a small handful of companies that were “great” organizations outperforming their competitors.

It goes to show just how quickly things can change in a fast-paced economy and a fickle consumer marketplace.

But Circuit City’s bankruptcy filing was also reminiscent of a major move the company made in March 2007. At that time, they laid off 3,400 skilled workers in order to hire unskilled, low-paid employees. That huge drain of knowledge and expertise—so crucial to a fast-changing field like consumer electronics—left remaining employees dismayed and customers abandoned.

If you’ve ever gone into a store to make a tech purchase, you know how important accurate information is, information from real humans who know what they are talking about. It may be that Circuit City sowed the seeds of its own bankruptcy a year and a half ago.

Perhaps that was the day they ceased to be “great.”

David Heitman     david@thecreativealliance.com     www.thecreativealliance.com

About the author

David's award-winning creative direction has been recognized in both consumer and B2B marketing contexts, specifically in the development of various creative themes, advertising campaigns, art direction, headlines and taglines for the agency's clients. With degrees in history and theology, he leverages a wealth of fascinating ideas, translating them into unique marketing directions. As brand strategist, David assists the agency's clients in building a compelling, systematic brand architecture, that enables them to increase their influence within their respective industries, while building long-term equity in their organizations. David has directed numerous video and multimedia productions for clients in a wide range of industries, including financial services, travel and tourism, consumer/retail and non-profit organizations. David oversees the agency's public relations and social media services, helping clients develop influential media relationships and also launch and maintain multiple, integrated social media platforms. Media strategy is also his responsibility when clients need to make wise, cost-effective advertising investments with measurable returns on investment in radio, television, web, print and out of home media. For nearly twenty years, David has served a wide variety of organizations as a speaker and consultant on topics including creativity theory, branding, business ethics and media literacy

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