Alan D. Mutter writes about net-savvy youth in mainstream media companies are hitting the intertia of the establishment. His comment sould apply to the experience of innovative efforts at many orgnaizations in general.

Brain Drain Reflections of a Newsosaur 2 Oct 2007

As if the mainstream media didn’t have enough trouble navigating the uncharted realm of digital innovation, they are losing many of the young, technologically astute employees who could be their guides.

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But the young net natives, for the most part, rank too low in the organizations that employ them to be invited to the pivotal discussions determining the stratgeic initiatives that could help their employers sustain their franchises.

While it is particularly apt for media companies to seek the talent in their organizations to help them recruit new audiences, it is a lesson for any business.

You need to get information from people that understand your customers best, even if you don’t give them influence.