In his TED Talk frog's CMO Tim Leberecht explores how companies can respond to evermore demanding customers and employees who are empowered by hyper-connectivity and the ‘radical transparency’ of social media. Popular belief holds that commitment is fickle, reputation volatile, and loyalty scarce. In short: Companies have lost control – over their workforce, their customers, and as a result, their brands.
But have they really? Leberecht argues that companies have never been in control, and that they actually have more control over the loss of control than ever before – in fact, they can design for the loss of control.
Tim gave his talk during TED University at TEDGlobal 2012 ("Radical Openness") in June this year in Edinburgh. He recently wrote a brief reflection on the experience of speaking at TEDGlobal on design mind.