How Focusing on Content Leads the Media Astray

HBR IdeaCast

Harvard Business Review

Leadership, Entrepreneurship, Communication, Marketing, Business, Business/management, Management, Business/marketing, Business/entrepreneurship, Innovation, Hbr, Strategy, Economics, Finance, Teams, Harvard

4.4 • 1.9K Ratings

🗓️ 23 November 2016

⏱️ 33 minutes

🔗️ Recording | iTunes | RSS

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Summary

Bharat Anand, author of The Content Trap and professor at Harvard Business School, talks about the strategic challenges facing digital businesses, and explains how he and his colleagues wrestled with them when designing HBX, the school's online learning platform.

Transcript

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0:00.0	When leadership advice feels like buzzwords and platitudes, it's time to get real.
0:05.9	HPR's podcast Coaching Real Leaders brings you behind closed doors as Muriel Wilkins coaches anonymous
0:11.9	leaders through raw honest career questions
0:14.6	that we all face.
0:15.9	Listen and follow coaching real leaders for free
0:18.3	wherever you get your podcasts. Welcome to the HBR Ideacast from Harvard Business Review. I'm Sarah Green for Michael.
0:34.9	Content is King. You hear that all the time nowadays. The mantra goes something like this.
0:41.1	In a digital world where access to information is booming and
0:44.4	where costs of distribution are crashing the winners of this level playing field will be
0:48.4	the producers of the very best content. But I frankly am a little tired of hearing that and today's guest says content is a trap.
0:56.0	He says success for the best companies does not come from making the best content.
1:00.0	It comes from recognizing how content can connect customers.
1:04.7	So here to talk about that now is Barat Onand.
1:07.6	He's a professor of businesses administration at Harvard Business School, and he's the author of
1:11.7	the content trap, a
1:12.8	strategist's guide to digital change.
1:15.2	Brought, thank you so much for coming on the HBO Ideacast.
1:18.1	Thank you for having me, Sarah.
1:19.2	So I'd like to start with a bit of a dramatic example from the book.
1:23.4	Volcanic eruption.
1:25.1	Five years ago in 2011, a volcano in Iceland,
1:28.8	which some people may remember how to pronounce.
	...

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