Insight: B2B


two’s company


The law of innovation described by Bill Joy (co-founder of Sun Microsystems) is that “innovation will occur”, and its corollary, “that it will occur elsewhere”. In principal, therefore, strategy should embrace both the innovators who will be “elsewhere”, as well as your own. While this was meant of course to describe innovation models in the hyper-competitive world of technology, it now also applies to the media business today. Michael Toedman reports.


} fipp.com


While the subject of ‘data’ can be a touchy one with many B2B media owners, there is an opportunity to create options that value the ability to target (and re-target) as part of a digital business model.


» issue 82_2014 | Magazine World |47


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