Four Leaked NY Times strategies you missed, but your biz needs

Two weeks ago the New York Times innovation report was leaked for all eyes to read.  Although the 96-page report may have slipped through your news cycle, the report is a critical piece of commentary about the future of communications.

The leak is obviously ill-willed considering the exclusive given to Buzzfeed, a staunch competitor outlined in “The Grey Lady’s” internal report, but the effects of the leak go far beyond divulging the Time’s strategy for the future. This report is full of applicable advice for any and all businesses hoping to thrive in the increasingly digital age.

Instead of cajoling everyone to read the lengthy report, I’ve pulled out the four leaked NY Times strategies every business needs.

1. “Evergreen”

Although the term may be familiar, the strategy of harvesting and repurposing old content for a variety of uses is often eschewed in favor of new content. Creative communicators will find ways to integrate older and newer materials to develop more in-depth approaches to concepts [click to tweet]. Next time you’re strapped for content and need to fill in an editorial gap, venture into your archives and pluck a sprig of evergreen data or predictions for comparison.

2. “Front-line promotion”

Products may not be going to war like an embedded journalist, but giving potential users a behind-the-scenes look could give a company the edge its been clawing to find. A corporate video of your data heads crunching an all-night stress test, or a “twitpic” of your leadership working through some teambuilding activities could give a prospecting buyer a nudge to call you first.

3. Embrace disruption

The New York Times labored over this report to maintain its place as the unofficial national record, a title I hope will never be relinquished to the likes of the hyper-shareable Buzzfeed, by searching for disruption instead of fighting it. Although your company may never be described as “Apple-esque” or some adjectivised form of Apple, every business can embrace disruption before it becomes the norm [click to tweet].  Instead of holding out for the incremental improvement, approach your company’s problems with a unique, dynamic solution. It won’t be the easiest route, but you’ll be for the wiser when you’re gobbling up market share while your competition crawls forward.

4. Create a “shared mission”

Connect every facet of your business under a single, unified message. Instead of applying separate approaches to driving business success, combine the parsed goals into an encompassing mission. With your entire company focused on the same endgame, you will maximize your resources and achieve comprehensive success.

As an ode to the Times slogan, your business should incorporate all the innovation that fits your print.

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Image courtesy of Stuart Miles at 

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