In an army, every person has a role. The foot soldier is on the front line. The general sets the strategy. But how does the general know what’s happening, beyond the front lines? And similarly, how do senior managers understand the impact – and the opportunity – of the newest digital almost-trend or platform?

Like the army general, senior managers have rangers and scouts who can help. They know what’s happening on the ground, in the marketplace, well beyond the front lines.

These rangers and scouts are the younger workers, IT and marketing staff, and specialized consultants. Internal rangers and scouts do their learning late at night, and in skunkworks and pilot projects. External rangers and scouts bring best practices and an outside perspective. Developing a successful digital strategy requires the synthesis of both.

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