Digital Strategy 101
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UNCERTAINTY<br />
DEFINITION USE<br />
A fact of life in everything a brand<br />
attempts<br />
EXAMPLE<br />
“There's no chance that the iPhone is going to get any significant market share. No<br />
chance.”<br />
– Microsoft CEO Steve Ballmer, 2007<br />
A digital strategy is a plan for the future,<br />
but no future is certain. Every plan we<br />
make is predicated on a series of<br />
assumptions (beginning with the<br />
assumption that there will be a<br />
tomorrow). All digital strategies should<br />
recognize their core assumptions and<br />
have a plan in place to pivot if/when<br />
those assumptions no longer hold true.<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 55
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