Building a Business
Why TED Gave Up Control of Its Brand and Why You Should, Too
By sharing its approach, the conference company creates a pipeline for the future and makes its core product stronger.
Karl Ronn is the co-author of The Reciprocity Advantage: A New Way to Partner for Innovation and Growth (Berrett-Koehler Publishers). He is managing director of Palo Alto, Calif.-based Innovation Portfolio Partners, which helps large firms create new businesses and entrepreneurs start category-creating companies.
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