A stand-alone group in charge of new businesses and adjacencies works daily at Swift Communications to look at innovations to add to the company’s existing business, Bill Toler, the company’s chairman, said at the INMA Business Strategies 2020 Conference in Chicago. 

“We think it’s critically important that people actually come to work every day with a sole purpose of focusing on the future, as opposed to managing their everyday job and also having to create the future,” Toler said.

An editor at the company’s Vail, Colorado, newspaper wanted to add to the reader audience. The editor created a segment now called On The Hill. Now company-wide, the segment involves a Swift employee video recording a down their local ski resort mountain.

They narrate the run, come back to the office, edit the video, and share it with the local audience.

The segment has a very loyal following, Toler says: It has had the same sponsors for the last three years. To me, that really speaks to the success of the programme because the sponsors would not continue to be renewing if they were not happy with the results they were getting out of the programme.