logo
logo

What Keeps Companies From Thinking Digitally?

avatar
James Howard

That s the argument made by Clara Shih, chief executive and co-founder of Hearsay Social Inc., a maker of digital marketing software founded in 2009, and a director of Starbucks Corp. SBUX -0.25 % Ms. Shih—who has written a new book on the subject called The Social Business Imperative —argues that every company needs to accept the fact that it, too, must become a technology company.

Is it fair to say you re a digital ambassador to the company?

It really has become everyone s job, whether you re a CEO, chief marketing officer, front-line salesperson, customer support.

I think having Kevin Johnson—having been an executive of Microsoft and Juniper JNPR 0.61 % —appeals to Starbucks in that this is a technology executive who really infuses that DNA into Starbucks.

They realized that all the actuarial tables show that the more active you are, the longer you ll live, the healthier you ll be.

They said, instead of being this passive assessor of risk, what if we became an active coach?

collect
0
avatar
James Howard
guide
Zupyak is a free content platform for publishing and discovering stories, software and startups.