Rather than adopting the hackneyed advice to think outside the box, companies often take a different tack: they relabel the box.
The most common way of doing this used to be to declare that what was a carmaker, insurance company, or bank was now a technology company.
Under Armour, which makes sportswear, Jaguar Land Rover, which makes vehicles, and financial institutions such as Capital One, Goldman Sachs and JPMorgan Chase have made such statements in recent years. “Anybody that’s going to live in the future better be [here],” said Under Armour’s chief executive Kevin Plank when asked to explain his presence at the tech-heavy Consumer Electronics Show in 2016.
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