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McKinsey&Company has just released an article titled The strengths of ‘weak signals’, written by Martin Harrysson, Estelle Métayer and Hugo Sarrazin.
‘Weak signals’ is described as snippets of valuable information, often hidden in social media streams. Although weak, these signals can help companies stay ahead of their competition by helping them to better understand the customers and to identify market changes well before their competitors. As more and more companies are beginning to realize the true value of being able to detect weak signals, the article gives away a few how-to-principles to follow, and each principle is backed-up by a real-life example.