"I call this a sparkler campaign, a fresh, new way of introducing the same messages, the same ideas," said Maureen McGuire, vice president for worldwide marketing and integrated marketing communications at I.B.M. "It's in the format people are familiar with, but you want to shake up the approach every now and then to get attention".
However, Mr Lansley has announced plans to develop a new way of introducing and funding genetic tests for cancer.
Apart from information initiatives such as the 'Nanotruck' in Germany, science fairs and similar outreach activities, a number of participatory events of different guises were seen as constituting a new way of introducing a technology.
I wanted to alert the reader to this new way of being introduced to the story.
After all, disruptive innovation is based on the idea of introducing new ways of doing things, often to an underserved market.
"As a result of the new ways of working we are introducing, particularly in the way we design and build processes and systems, I expect a managed reduction in the number of people we will need to deploy in the Universal Credit Programme by around 200-250," he wrote.
To characterize these new ways of interaction, the article introduces the notions of 'operational images' and 'operational agency'.
New ways of working have been introduced to ensure patients are moved more quickly between hospital departments and extra nurses have been employed.
When she was asked what was the first action she took, following the mentoring session, she said that she organised bilateral meetings with all her employees during which they discussed their performance and gave her the opportunity to hear their own perception and opinion about their work and outcomes and about how new ways of working could be introduced.
"MY story is the saddest and silliest you would ever hear," says the hero of Thomas Keneally's terrific new novel, by way of introducing, with a muted but arresting little fanfare, the weird tale that is the substance of "The Tyrant's Novel".
