Ask the Board – June 27, 2016 | ADRIAN WEIDMANN


Based on past experiences, what lessons can be learned from failures with network implementation/operation?

I began my ‘digital signage’ journey in 1997, and just like the 1966 Sergio Leone film, Il buono, il brutto, il cattivo, I’ve experienced and seen the good, the bad, and the ugly of every aspect of digital signage. Reflecting upon this month’s question, and asking myself who, what, where, when, how and why … I land on why. My Twitter handle ‘#Solve4Why’ expresses my point of view perfectly. People blindly press forward with a digital signage initiative without truly asking themselves the question “Why?” Why are we doing this? All too often, this question is addressed with shallow sound bites (e.g. “we need to look contemporary,” “we want to enhance the customer experience,” “we want to provide relevant interaction,” Blah, blah, blah), rather than sound business practices. Don’t just ask why but challenge and question every response to the question. Take the time to understand and map the consequences of your initiative. Most of all, do the math! In the end, it’s all about the numbers. Many times the answer is, and should be, no.


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Founder & Principal
StoreStream Metrics, LLC

Industry Consultants Council

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