Control Freakery

John Seeley Brown and John Hagel have published an article on the McKinsey site (free sub) that's worth a peek.  It's basic argument (I think) is that it's increasingly difficult in today's world for companies to anticipate demand and to plan accordingly.  But that doesn't stop them spending huge amounts trying!  The article says that, "greater control will no longer be the appropriate response to growing uncertainty, which must be seen as an opportunity, not a threat."  An interesting thought for marketing which traditionally is so focused on control of the message and command of the media. Via Business Innovation.