Organizations sometimes behave like sharks when it comes to getting their message out: They do a great job of looking ahead to the next big project, but never back at their existing materials.
Do you have shark vision?
This problem has been on my mind recently because I keep seeing otherwise well-run organizations relying on inaccurate websites, brochures and collateral material to tell their stories. Facts change, but these once-perfect marketing vehicles do not. No longer does the company have 47 stores, or achieve a 15 percent recycling rate, or sell XYZ product.
