Live from #TMRE14: How Wiley Changed its Business for the Better

Believe it or not, the 207-year old publisher Wiley (known
for publishing Edgar Allen Poe) is familiar with the concept of ‘I don’t know.’
This concept isn’t always easy to bring about in organization that has Nobel Prize
winners and authors. The question is a tricky one because getting people in our
organization to admit when they don’t know something isn’t easy.
But, according to David Jastrow, director of Market Research
at Wiley, by thinking like a child, you can get your organization to operate in
a way that opens up new channels and doors.
For decades, Wiley started off focusing on production. Then in
the 90s, as the digital transformation began, the world started to change to focus
on the quality of products. So, Wiley really thought about how to move its print
journals into the digital domain.
‘Today, the focus has to be all about the customers. If it’s
not, our very survival is at risk,’ explained Jastrow. ‘It’s not always easy to
move into a new direction. It’s a profound change.’
So, here’s what Wiley did to change their business.
How to change the
course of a 207-year old company:
  1. Stop pushing projects and start solving problems.
  2. Good ideas must be validated before solutions are built.
  3. Put customers’ needs first.

‘We don’t change to make it different, we change to make it
better.’ ‘ Steve Smith, CEO of Wiley

About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business
Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.