The dangers of mandatory linchpinning as part of a ‘business strategy’ are many. As JC Hewitt opines, being a linchpin, if not kept within bounds, can become the downfall of a company, instead of the intended saving grace that Seth Godin envisioned.
Many companies consider that most of their strength comes from their brand. But traditional branding has come under criticism. It used to be possible to label a commodity like potato chips with a brand name strengthened by television, print, and radio advertising and mark up the products considerably. Generating that brand strength is no longer as easy as it used to be. And it’s impossible to measure.