IBM 2001 Annual Report Download - page 37

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no. 13
We found our voice
REINVIGORATING THE IBM BRAND AND EVANGELIZING E-BUSINESS
We recaptured something we’d lost
—
our ability to engage
our customers and our industry in a meaningful conversation
about what matters to us, and to them.
This wasn’t about cranking up the volume, issuing more
press releases, or producing memorable TV commercials. It
was about rediscovering our confidence and articulating what
we believe. Things like:
•we are entering a post-pc era.
•the dot-coms are fireflies before the storm.
•the winners in this industry will do one of
two things: innovate or integrate.
When we rediscovered our voice, we discovered something
else: our sense of direction, the courage to stand apart from
the crowd and, ultimately, what it means to speak out like a
leader again.