How to fail in digital

Over the past few years, companies have gotten increasingly better at wasting their time and money in digital. The formula goes something like this:
1. Pluck a C-level exec from a successful company.2. Surround them with entrenched management teams that stand more to lose from change than they have to gain.3. Mimic the ethos of successful 'disrupter' brands, even if those brands are unrelated to your company.4. Create some confusing brand campaigns that normal people are puzzled by, but manageme