Our Philosophy

"Digital strategy must be a top priority"

We are only beginning to see the impact on communications and consumption that the web-enabled era has been promising for the last decade. In technical terms, we’re still in beta and yet, entire sectors have already been turned upside down; just look at the state of the newspaper business or the music industry. If we are to learn anything from the trials and tribulations of the behemoths, it is the value of a proactive relationship with technology. This takes planning.

Whether wired or wireless; text, audio or video driven, opportunities (and threats) abound. Web enabled digital media have introduced efficient and affordable methods of engagement, accessibility, collaboration, transaction, distribution and analysis. More importantly though, our use of technology is resulting in fundamental and revolutionary changes in the ways we relate to coworkers, employers, customers and products. Each new web phenomenon brings new potential. For anyone in business, this is no time to be averse to change, nor is this a time to ignore fundamentals.

"Technology is a means to an end"

While the internet and other digital media have become indelible parts of the way we communicate, a parallel succession of victims and beneficiaries has emerged whose fates can be tied to their relationships with technology. History tends to favour those who wield new tools with understanding and purpose. As technology pulls us closer together, history’s tendency in this regard has never been more relevant. Pulitzer Prize winner, Thomas Friedman suggests, in the digitized global marketplace, "whatever can be done, will be done. The only question is will it be done by you or to you".

Amidst the barrage of ever-changing brand names, competing technologies and must-have gadgets, it’s easy to lose one’s way. We cannot forget that good instincts are still good instincts; good products and services are still good products and services; and the purpose of business is still to create value. Digital media are only tools to further the ambitions of their users. They can only be useful when predicated on clear purpose and measurable targets.

"Match digital media with primary goals"

For businesses then, the challenge is to align the use of digital media with the attainment of primary objectives; this is the essence of digital strategy and the heart of our business. With sound knowledge of today’s integrated technology and media landscape, an insatiable drive to stay on top of it all and a keen ear to listen, Crux Strategies exists to help its clients put web based digital media to work within their organizations.