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Open the Box:
Disruptive Global Opportunity
Rosaline Yin, Director, Brand and Graphic Design, Kodak
In the Chinese folk story “A Frog in a Well,” a frog believes that the sky is the size of the round well hole above him. Let’s imagine a slightly different story. The frog is at the bottom of a divided box, and there is a frog in each compartment/silo labeled “design,” “branding,” “business units,” etc. Each frog sees only a small square above his head and is separated from each other by internal Chinese walls. Sound familiar? Very often, this is what a typical company looks like. Obviously, these companies need to flatten the internal walls, and make the design, brand, and business teams collaborate. But the world outside the box is changing fast, in a process called “flattening.” Welcome to the flat world! To profit from this world of disruptive opportunities, we need to learn to collaborate not only internally, but also with institutions externally and around the globe, and be concerned about changing local and global issues.
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