It’s often said that every company today is, aspires to be, or should aspire to be a tech company. The thrust behind this notion is that building and owning technologies and tools–which competitors don’t have access to–confers significant advantages. Now's the time for this truth to manifest in voice. With the right strategy and execution, brands can seize back the control that can feel so elusive today. They can embrace a more direct relationship of assistance to their customers–or employees–and reap the benefits that come from this proximity.
By betting on themselves, brands will emerge all the stronger