The Content Trap: A Strategist's Guide to Digital Change by Prof. Bharat Anand

Please register at the link:

https://goo.gl/forms/RSBotJZ6nBNitc6N2

Meet the Speaker:
Professor Bharat Anand (http://www.hbs.edu/faculty/Pages/profile.aspx?facId=6410), Harvard Business School

Bharat N. Anand is the Henry R. Byers Professor of Business Administration at Harvard Business School, and a Professor in the Strategy Unit. He currently serves as faculty chair of HBX, the school’s digital learning initiative that he helped create.

Professor Anand is an expert in digital strategy and corporate strategy. He has written over fifty articles and case studies, many in the top journals in economics, strategy, and marketing. His research and case writing has received awards, and his work has been profiled in various media outlets. He created Harvard Business School’s first executive program on media strategies, has served as faculty head for the required strategy course in the MBA program, and currently serves as faculty chair of various executive programs at the school.

His new book, The Content Trap: A Strategist’s Guide to Digital Change, will be published by Random House in the fall (Random House Hardcover & eBook; On Sale October 18).

Professor Anand received his B.A. in economics from Harvard College magna cum laude, and his PhD in economics from Princeton University. He is a recipient of HBS’ Greenhill Award for outstanding contributions to the school. He has advised leading organizations and entrepreneurs worldwide. He is a renowned teacher, and a two-time winner of the “best teacher award” at Harvard Business School.

@Bharat_N_Anand

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Description of the talk:

There are two questions central to any business today: how to “get noticed” and how to “get paid.” With digital transformation, the stakes are particularly high.

By now, digital technologies have impacted nearly every part of the economy - cars and taxis, hotels and fashion, and more recently, industrials. But they impacted certain businesses first: music and newspapers, books and magazines, TV, movies, and advertising. What are the lessons we’ve learnt from two decades of history of digital change in media and entertainment that might inform strategic change elsewhere?

“Produce the best content”, “Double down on your core competency”, “Embrace digital best practices” - these are some of the reigning orthodoxies in business today. But the real lessons from two decades of digital transformation are different. In THE CONTENT TRAP: A Strategist's Guide to Digital Change, Harvard Business School Professor Bharat Anand argues those prescriptions aren’t just wrong, they may be the reason why companies struggle. In shattering those myths, he offers a new paradigm for understanding and thriving from digital change.

In this talk, Professor Anand will present the findings from his forthcoming book. To answer these questions, Anand examines a range of businesses around the world, from Chinese internet giant Tencent to Scandinavian digital trailblazer Schibsted, from The New York Times to The Economist, and from talent management to the future of education. His talk will draw on these stories, and on the latest research in economics, strategy, and marketing, to reveal important lessons, smash certain celebrated myths, and reorient strategy.

Participants will learn about strategies that have worked in this arena, and some of the common errors that companies make when crafting digital strategy. Professor Anand will also discuss how some of these lessons from the media shaped the thinking around Harvard Business School’s own digital learning initiative, HBX, which he helped create.

Agenda:
6:00 - 6:30 - Registration and Networking
6:30 - 6:45 - Introduction by The Hive
6:45 - 7:30 - Talk by Prof. Bharat Anand
7:30 - 7:45 - Q&A

All our events are recorded and posted to the YouTube Hive Mumble (https://www.youtube.com/user/HiveMumble) channel 48 hours after the event.

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