Often the most painful experience a business will face is when they neglect to spot an opportunity to pivot for success or to prevent failure. Critics always wonder how such smart well-paid people could make such mistakes, like when Blockbuster turned down a cheap opportunity to purchase Netflix and instead built more stores. Why is the outdoor TV model failing, what are the root causes, and how long have we known?

Establishing and distributing influential content is the very foundation of marketing (Person+Time+Channel+Content=Desired Outcome). Great brands understand having the most influential message means very little if it never reaches the right person when he or she is receptive to the message. Conversely, reaching the right audience with the wrong message delivered by the wrong influencer is equally ineffective.