Interview

“The real path to success is not greater reach, but greater engagement”

Harvard Business School professor Bharat Anand on using the internet to foster customer interaction

Soumik Kar

Bharat Anand, author of The Content Trap: A Strategist’s Guide to Digital Change and professor at Harvard Business School, argues that the largest opportunities for businesses seeking to leverage the power of the internet lie in fostering interactions among customers, and creating complementary businesses rather than just seeking widespread distribution of their traditional products. In an interaction with Outlook Business, he points out why a successful digital strategy is about being connection-centric than being content-centric.