How many of them are deliberately perusing content from industries outside yours or in functional areas outside their fields of expertise? Probably not all that many.
So what should you do about it? Be a contrarian – go where everybody else isn’t, checking out trade pubs and web content from outside your industry such as:
- Industries known for innovation or performance in areas where your industry lags.
- Industries with similar, but more advanced life cycles than yours.
- From functional areas that your business may ignore, but probably shouldn’t.
Pursue this approach and keep answering the question, “How can we apply this out of industry content to our business situation?”