The Evolution of Comms - Disruptors Vs The Disrupted.

Right now BIG businesses are facing a huge challenge to stay relevant.

Whilst for start ups and scale ups, establishing credibility is an equally big problem.

Each has their own strengths to leverage, but there’s somewhat of a race to make sure that one is not outfoxed by the other

You could describe it as a battle of sort, or, if you want to really dial it up a bit.. a war.

But in all seriousness, behind all of this, it’s being driven by technology companies and the way that they market and communicate with stakeholders.

Tech companies in this sense have an advantage, but there’s pressure on non tech companies to communicate in a similar manner because that’s what stakeholders are now getting accustom to.

So whether you are on the side of a large established business or that of a disrupter, regardless of your industry, having a solid appreciation and understanding of the value of your innovation when it comes to your unique stakeholders, will give you a crucial strategic advantage over your competitors.

Joining me on The 414 this week is Matt Cross who has been closely involved in the evolution of tech comms for the past 15 years, and now as head of B2B for EMEA at Hotwire has a first class understanding and command of the challenges faced by both sides along with how to leverage existing strengths and address weaknesses in our rapidly evolving, technology enabled world.


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James Rostance

James Rostance presents the UK’s #1 B2B Marketing podcast, The 414. The show is produced exclusively for LinkedIn Live which then re-distributed as a video and audio podcast. James previously worked for the BBC and is a three-time published author in video production and marketing. He is now a leading expert in LinkedIn Live and B2B Podcasting, consulting for companies to create, implement and manage their LinkedIn Live and Podcasting strategy. James is also CEO of WOW Video Production which specialises in producing B2B marketing videos.