Man, this has implications on many many levels for me:

Rushkoff's new book Get Back In The Box: "Over the past ten years, I've spoken with a lot of people about this conundrum, its historical context, and the ease with which so many businesses could transcend their reluctance to draw on their own expertise. Invariably, the Fortune 500 CEOs, billionaire entrepreneurs, and intellectual leaders with whom I engaged implored me to share these insights with the audience who needed them most: businesspeople. That's why I'm making such a simple proposition: stop solving your problems from the outside in. Get back in the box and do the thing you actually do best. This disciplined commitment to your own core passion - and not a consultant, ad campaign, or business plan - is the source of true innovation"

(Via Boing Boing.)