When Disruption Threatens Your Organization, Which Side Are You On?
Phil Cooke

Phil Cooke

When change happens – particularly something new and disruptive – people within an organization generally fall into two groups:  Those who recognize the future inside the disruption, and those who only see the disruption as negative and fight to keep the status quo. I would have loved to be in the room at Blackberry when the first iPhone was announced. Chances are, one group recognized the threat and hunkered down to keep “Blackberry” a “Blackberry.”

I’m sure many fought to keep the Blackberry’s keyboard and software – after all, it can work within an enterprise system, and iPhone’s couldn’t (at least back then). It’s much better to make no changes and stay the course. Corporate America loves us and will stay loyal.

But I’ll bet there were others in the room who saw something different. They may not have fully realized it at that moment, but they knew enough to see that this was something big – so big they should start adapting to this new world, because this could be the future.

You might be a company like Blackberry, Kodak, Blockbuster, or thousands of others who have been threatened with a massive new world order in the last decade, or struggling, or closed entirely. Or you might be a nonprofit who wonders why you’ve hit a wall. Why fundraising is becoming so difficult. Why people don’t respond the way they did years ago. Why social media is taking over everything.

The old ways were so much easier.

Well – you have a choice. You can hunker down, stay the course, and continue what worked in the past, or you can take a deep breath, step into the unknown, and change your methods, techniques, creative, or strategy. (Or maybe all of the above.)

The truth is, there are risks with either choice.

So which side are you on?


Phil Cooke is a producer and media consultant to churches and ministries across the country. His latest book is “Unique: Telling Your Story in the Age of Brands and Social Media.” Find out more at www.philcooke.com.

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