Radios were not available in the First World War, and communication took place via fixed telephone lines. These lines always got cut as soon as the battle started.
It then took a courier, if he managed to stay alive, four hours to get from the front line to headquarters, and then another four hours to relay the orders back to the trenches.
Because it was not possible to adapt the strategy in response to the movements of the enemy and the progress of the battle, everything had to be worked out in minute detail beforehand.
History tells us just how successful this approach was….
In the year 2010 you no longer have to watch your new products and services get massacred by the competition.
Social media offer instant access to your – potential – customers and the ‘wisdom of the crowds’. So you can find out well before the launch whether or not it is going to be ‘hit’ or ‘miss’. Which means you only have to launch ‘hit’ products and services!