The Borders Tale

I wrote an earlier blog about innovation in today’s world (Innovate or Die…) and Borders is a great example of a company that lost its way due to their management’s fear of this word. Rather than adapt their core business offering to new modes of consumer delivery and consumption (and not changing their core offering), they buried their head in the sand and hoped the world would go back to its old ways.

I offer a link below to a great post-mortem on Borders, by Sean Duffy on

Borders: A Brand Lesson Before Dying?

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