The Content Trap: A Strategist's Guide to Digital Change

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		The Content Trap: A Strategist's Guide to Digital Change
		The Content Trap: A Strategist's Guide to Digital Change

“As Bharat Anand shows in this eminently readable book, connections are now more important than content.”—Daniel H. Pink, author of Drive and To Sell Is Human

Harvard Business School Professor of Strategy Bharat Anand presents an incisive new approach to digital transformation that favors fostering connectivity over focusing exclusively on content.

Companies everywhere face two major challenges today: getting noticed and getting paid. To confront these obstacles, Bharat Anand examines a range of businesses around the world, from The New York Times to The Economist, from Chinese Internet giant Tencent to Scandinavian digital trailblazer Schibsted, and from talent management to the future of education. Drawing on these stories and on the latest research in economics, strategy, and marketing, this refreshingly engaging book reveals important lessons, smashes celebrated myths, and reorients strategy.

Success for flourishing companies comes not from making the best content but from recognizing how content enables customers’ connectivity; it comes not from protecting the value of content at all costs but from unearthing related opportunities close by; and it comes not from mimicking competitors’ best practices but from seeing choices as part of a connected whole.

Digital change means that everyone today can reach and interact with others directly: We are all in the content business. But that comes with risks that Bharat Anand teaches us how to recognize and navigate. Filled with conversations with key players and in-depth dispatches from the front lines of digital change, The Content Trap is an essential new playbook for navigating the turbulent waters in which we find ourselves.

Praise for The Content Trap

“The Content Trap is a book filled with stories of businesses, from music companies to magazine publishers, that missed connections and could never escape the narrow views that had brought them past success. But it is also filled with stories of those who made strategic choices to strengthen the links between content and returns in their new master plans. . . . The book is a call to clear thinking and reassessing why things are the way they are.”—The Wall Street Journal

“This book is a clarion call for creativity and imagination in strategy development. I measure the success of a business book by my desire to share it with colleagues. After reading The Content Trap, I want all of my former colleagues at The New York Times to read it.”—Martin Nisenholtz, former CEO, New York Times Digital; Professor of the Practice of Digital Communication, Boston University

“Bharat Anand thinks both globally and functionally: our group and I have learnt a lot from him over the years.  He has provoked us to shape ideas in new ways. That is what you will experience when you read The Content Trap.”—Koos Bekker, chair of Naspers, global internet group

“In my professional life I have seen audiences’ relationship with movies, television programming and music be radically transformed by the digital revolution. Bharat Anand’s book is invaluable in its analysis of how this change has affected the media space and in particular how consumers relate to the content that we are creating.”—Michael Lynton, chairman and CEO, Sony Pictures Entertainment

“A very smart book—creators, ignore this at your peril. This revolution has been twenty years in the making, and Bharat Anand makes the past (and the future) a lot more clear.”—Seth Godin, New York Times bestselling author of Meatball Sundae and Linchpin

网友对The Content Trap: A Strategist's Guide to Digital Change的评论

This is a book that basically explains everything you need to know about the digital revolution over the last twenty years -- and to understand what's about to happen next. I didn't fully know what to expect picking it up -- it is long, and I did not know if I would understand all of it. But I work in media, and deal a lot with digital content, so I thought I'd try it out.

It's brilliant. Very simple in its fundamental concepts, but the applications and inside knowledge Anand has into companies like the New York Times, The Economist, Random House, Amazon, Wal-Mart, cable companies...is unbelievably insightful. I feel like most digital change books are about marketing or the top "five hotest tips" and they don't last long. This one is different. It's as much a history book as anything else, and gives so much more perspective on the mega-shifts that have happened and are happening to some of the most major companies out there. It's very much still an ongoing change to digital thinking, but, when you strip away all the hype, understanding the full arc of how we got here makes what is going to happen next seem a lot more clear.

All in all, highly recommend. You'll really never see the companies we buy from, the media and newspapers we watch, or your own power to create connections and change the world the same way again.

Bharat is a brilliant teacher at HBS. This book is your chance to take a dive into his top lessons.

It's hard to believe that it's taken so long for somebody to cogently bring together what has happened in the digital space over the last few decades and what that history tells us about how to navigate the same space in the future. This book is imminently readable but has s depth that few other publications do. I especially liked the use of real-world examples (perhaps a vestige of Professor Anand's experience using the case method as a professor at Harvard Business School?) to illustrate concepts and give insights about what to do -- and, perhaps more importantly, what NOT to do -- as you consider the best strategy for your organization in a world where content is ubiquitous but monetizing it is not. There are several interesting insights between the covers here and many are so counter-intuitive that without the thoughtful analysis presented by Mr. Anand, it's unlikely I ever would have considered them. The New York Times' strategy for charging for online and physical editions of their papers really stands out here (you have to read it - I can't do it justice in the small space here). I highly recommend this book for anybody who's company touches the digital realm. In other words, it's relevant for any business person.

If you're in business, any kind of business, "The Content Trap" is a must read. Bharat Anand introduces new ways of viewing strategy, competition, and connections with customers in order to succeed in an environment of rapid change. He begins his strategy exercise by asking two fundamental questions: where will you play, and how will you win? Where you will play is no longer exclusively about product or service, but rather identifying connections that you have with your customers. How you win is about strengthening those connections and unlocking opportunities that protect and grow your core business. Significant opportunities may be imbedded in collateral businesses that are being underestimated or ignored in terms of their potential impact on your core business. "The Content Trap" will open your eyes to the realities of succeeding in today's business world by introducing examples of companies that have done a remarkable job of harnessing the power of connections.

Such a pleasure reading this book for so many reasons. First, -- and it might sound obvious, but it is not -- it is written beautifully. Second, it tackles a timely and critical issue for businesses (over and beyond media). Third, it is insightful about the business environment in which we live it. Fourth, it move smoothly and elegantly between the big ideas and the specific examples. Fifth, it is voicing not only Bharat Anand's ideas but those of many practitioners from many industries around the world.
Finally, a brief note: I have been working with Bharat but was not involved in this book in any way. Maybe that why it is so good.

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