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Willy Gissen
President
Cut-It-Out
Communications |
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In 2003, Willy Gissen founded Cut-It-Out Communications, a full-service public relations agency based in Hartsdale, New York. The organization focuses on the incorporation of online activities into traditional public relations programs, primarily for business-to-business and hi-tech clients.
These activities include e-newsletters, the set up and use of social media sites, and the creation of inbound links -- through blogs, online press releases and content provision articles -- to maximize the search engine ranking for a client's web site.
With over 10 years of experience in public relations and related fields, Mr. Gissen has been interviewed on WVOX-AM and published widely in The Journal News, the Westchester County Business Journal, HV Biz and Westchester Commerce.
He is a Harvard graduate with a degree in Government. |
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In his bestselling book, Good to Great: Why Some Companies Make the Leap...and Others Don't, Jim Collins talks about an ancient Greek parable dividing the world into hedgehogs and foxes ...
"Day in and day out, the fox circles around the hedgehog's den, waiting for the perfect moment to pounce. Fast, sleek, beautiful, fleet of foot, and crafty -- the fox looks like the sure winner ... He leaps out, bounding across the ground, lightning fast. The little hedgehog, sensing danger, looks up 
and thinks, 'Here we go again. Will he ever learn?' Rolling up into a perfect little ball, the hedgehog becomes a sphere of sharp spikes, pointing outward in all directions ... Each day, some version of this battle between the hedgehog and fox takes place, and despite the greater cunning of the fox, the hedgehog always wins."
Applying this parable to business success, or any other organizational goals, Collins observes how foxes understand compexity, subtlety and many types of strategy, while the hedgehogs reduce things into a single unifying principle.They are able to break through the complexity and see underlying patterns.
After a five-year statistical research study on 11 good-to-great companies, and a control group of direct comparisons, Collins and his colleagues proposed the "Hedgehog Concept" and divided it into three intersecting circles to differentiate between the two types of organizations.
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A Facebook Outpost |
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At a recent PRSA event held in New York City, The Digital Impact Conference, the lecturers presented some startling statistics about social media that suggest a new business strategy we are now pursuing with our clients:
* Twitter has five to six million users. Facebook has 200 million.
* Blogs have 900,000 posts per day while Facebook / MySpace have 50 million entries.
Despite all the buzz about first blogs, and then Twitter, these facts show the comparative advantages of creating a business outpost on Facebook. This outpost can, in turn, incorporate blogs, Twitter, and even LinkedIn, as third-party applications automatically included within Facebook.
Many companies familiar with social media may not realize the many opportunities Facebook now offers specifically for business organizations.
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