Strategic Planning

Strategic Planning



TechnologyEntertainment and Design (TED) Company is an organization formed in1984. It is a nonprofit firm devoted to share and spread influentialideas worldwide. It spreads the ideologies in form of short andpowerful talks that last for less than 20 minutes. It started as aconference for displaying various ideas in technology, entertainmentand design. However, the mission of the company later changed so thatit could cover a wide range of topics that includes global issues inbusiness and science. Besides, the talks are available in over 100languages (TEDConferences LLC, n.d).

Theorganization aims to provide a clearinghouse that offers a freesource of knowledge acquired from inspired and great thinkers. It isassociated with a community driven to learn by acquiring ideas fromeach other. The business utilizes available online platforms as wellas the TED talk events, which are held all over the world throughoutthe year, to inspire innovation. The current problem with TED is toachieve its mission of spreading valuable ideas (TEDConferences LLC, n.d).

Oneof the organization’s primary problems includes acquiring adequatefunding and eliminating exclusion of a certain class of people –low-income earners. According to critics, it charges high attendancefees with the aim of funding its operational costs. Extravagant feeshave led to the criticism of the organization as favoring the richand the elite. A majority of the reviewers have dismissed it aselitist. Specifically, the complaints surround the cost of attendingthe various conferences (Kelly,2012).

Forexample, in the year 2012, the price for the annual conference inCalifornia was USD 7500. Besides, further complaints hold that it isdifficult to get into the conference even for those that can affordthe price tag. Consequently, the organization events are dismissed asan unofficially invites only occasion. Such complaints reduce theability of the organization to reach the global community as outlinedin its mission (TEDConferences LLC, n.d).

Thesecond criticism is about the unexplained censorship of the videotalks. The organization faces critics that the organizers of TEDtalks archive some of the events and fail to post them to the public.On the same note, followers dismiss the reasons behind suchcensorship as flimsy. For instance, in the year 2010, Nassim Taleb -a famous statistician complained that TED organizers failed to posthis talk where he warned about a financial crisis. Consequently, hereferred to TED as a “monstrositythat turns scientists and thinkers into low-level entertainers, likecircus performers&quot(Shaywitz,2011).The approach of the organization has defects in achieving the missionof global outreach (TEDConferences LLC, n.d).

Similarto TED is @Radical Media™ that Jon Kamen and Frank Scherma formedin 1993. It develops, produces and distributes content throughtelevision, digital, online and film platforms. The organization hasa history of storytelling and a commitment in the aesthetics field.It is also known to create innovative content all over the globe. Ithas also developed award-winning projects through various media. Thetwo organizations are similar in terms of scale, target population orindustry, platforms and operations (RadicalMedia™,nd).

Theapproach by slightly differs from that pursued by TED.In addition to sharing knowledge through storytelling, theorganization has ventured into different income-earning activities(RadicalMedia™,nd).For example, the design and digital teams in the organization areused to develop multimedia products for use in mobiles, websites,print and various time-honored and contemporary media. They createproducts for individuals, brands and not for profit organizations. Init develops traditional campaigns for agencies advertising purposesand global brands such as Adidas,Burger King, Coca-Cola IBM, Levi’s Microsoft andPorsche(Gutelle,2012).

Beforethe year 2010, @radical media was a global studio in the trans-mediaindustry. It did storytelling and majored in the traditionalplatforms such as commercials, television series, music videos, andfeature films. In 2010, formed and launched THNKR withthe sole aim of conducting similar activities to TED by exposingtheir viewers to people, stories and the ideas worth transforming theworld (RadicalMedia™,nd).

Thereare various strategies used by @radical media. First is the fundingpartnership strategy. The company approached the issue by utilizingthe opportunity offered by Google. It involved creating Google fundededucational channels on YouTube. Through this strategy, theorganization was able to create affordable forums similar to TEDtalks. The most interesting part of the strategy emerges from funding(Gutelle,2012).

Consequently,the organization can afford inclusivity that includes covering allthe interested parties that have the will to share their stories.Besides, the strategy of inclusivity, the project involved the use ofYouTube- an online platform where the videos are accessible toeveryone. The aim was to provide an exciting challenge to turn overthe people’s conventional thinking. Specifically it offers aninteresting tailored experience by the use of YouTube and programmingto all (Gutelle,2012).

Thesecond strategy is the establishment of the development partnerships.It is evident that @radical media has collaborated with variouswell-known channels. They include MyDamn Channel, Vsauce, Geek, andSundry.The various partners are entrusted with various episodes. Forexample, the BOOKD episode on THNKR is a product of the collaborationwith Betty Hoyt from My Damn Channel. In addition, EPIPHANY involvescollaboration with Michael Stevens from Vsauce. The seeming successof THNKR comes from engaging with various collaborators that are goodin what they do in the development of content. Besides, the THNKRstaff is guided by an open office culture that encourages theemployees to share their ideas (RadicalMedia™,nd).

Intheoretical terms, the main strategy applied by @radical is thestrategic partnership. One of the biggest mistakes done by businessowners includes their attempt to handle everything on their own. Astrategic partner is a business partner that is engaged to aid inachieving more success. There are various strategic partnersdepending on the strategic outlook of a company. First is themarketing partner that assists in reducing the cost of marketing afirm. Second is a financial partner that enables the conduct offinancial activities. Third is a development partner that enables thefirm to identify trends and develop content that meets the currenttrends. Strategic partners assist in providing more exposure. Theycan assist in winning business by offering services that the businessdoes not have enough know how by itself and provide speed in thegrowth of the company (Gutelle,2012).

Thepartnership between @radical media and Google is financial in natureGoogle relies on @radical media for the production of content whileit funds for the content. The development partnership between THNKRand various well-known channels has provided amazing ideas throughbrainstorming. Consequently, THNKR has interesting episodes oforiginal shows. They include BOOKD, which highlights prominent booktitles PRODIGIES that provides profiles of young achievers PODIUM,that explores the art of public speaking and EPIPHANY that featuresworld’s prominent leaders.&quot All the shows have had a historyof producing viral videos. In conclusion, THNKR has achieved a majorimpact in a shorter time compared to TED. That indicates the power ofstrategic collaborations (Gutelle,2012).

Comparativeand company analysis

Theproblem with TED applies to all organizations in the media industry.There is the need to have a variety of partners ranging fromfinancial, marketing and development. The partners accelerate therate to which the organization accesses the market (Man,2013).

Asa solution to TED, there in need for the organization to createpartners as opposed to doing everything on their own. There are quitesome well-experienced entertainment organizations in the field. Thepartners would greatly contribute in various forms such as programideas, funding, marketing and the trends to utilize (Nadkarni, 2010).


Theabove literature provides a comparative analysis of two similarcompanies’ – @radical media and TED talks. Their similarity rangesfrom the target audience, content, industry, and platforms. However,radical media has achieved its mission faster than the TED Companydue to collaborative partnerships (Dewulf &amp Blanken, 2011).

Theanalysis provides proof that media-related companies need to adapt tovarious strategies to compete and survive in the market.Specifically, the strategic partnership is an important tool for anycompany. It boosts the company to grow by the development of ideasand the provision of adequate funding necessary for the achievementof the organization`s goals (Ahonen, &amp Kasper, 2004).


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Dewulf,G., &amp Blanken, A. (2011). Strategicissues in public-private partnerships(2nd ed.). Chichester, West Sussex: Wiley.

Geiger,D. (2011). Costmanagement and control in government fighting the cost war throughleadership driven management.New York, N.Y.] (222 East 46th Street, New York, NY 10017): BusinessExpert Press.

Gutelle,S. (2012). TubeFiller:AtTHNKR, Educational Filmmaking Leaves the ClassroomTubefilter.Retrieved September 25, 2015.

At THNKR, Educational Filmmaking Leaves The Classroom

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Man,A. (2013). Alliancesan executive guide to designing successful strategic partnerships.Hoboken, NJ: Wiley.

Nadkarni,V. (2010). Strategicpartnerships in Asia: Balancing without alliances.London, UK: Routledge.

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Shaywitz,D. (2011). A good science business podcast is hard to find here aremy top six. The Forbes. Retrieved on 27 Sept. 2015 from

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