1) The author believes that BlackBerry's future is bright and that with the right strategy, it can regain its position as the best smartphone brand. 2) The author proposes a 5-part strategy focused on whether BlackBerry is doing the right things, doing things right, doing things together, and being the best at what it does. 3) The author argues that BlackBerry needs to rebuild trust in its brand through education and marketing that emphasizes why BlackBerry is important and the best way to get tasks done.

1. Black Berry CEO Knows, "It Ain't Over Until the Fat Lady Sings, No Pun Intended Here."
To: JC, BB Current CEO
Date: October 29, 2014
From: The Knowledge Profit formula: A End User Suggestions from CEO of KnowledgeProfits,
Inc. USA.
Re: Making a Case for the BlackBerry Continuum. Why Extinction is Not an Option on Your
Watch. The “Why” of the Need for The Five Fold Paths of BB. Leading BB to Market
Correction in the 21 Century:
The global econ-network of the 21 century needs BlackBerry. I truly believe the future of BB is
great and will once again take the helm as the “BEST” handheld in the global market in the 21
century. All of BB teams must get out and “Manage Where the Rubber Meets the Road,” to win
in the end. The world will never be the same without BB. With the current critical mass scenario
it reminds me of the ancient Ouroboros process of creation, preservation, destruction. In this
treatise John, I rather state that the phrase should read, creation, preservation and transformation
of BB, into the knowledge managed- creativity oriented society of the present future.
BB is a present day reality and a future imperative. BB should focus on what I’ve come to coin
DKIA- Disruptive Knowledge Innovation Applications as Service on the most recently
purchased Movirtu platform.
To paraphrase Albert Einstein, in no uncertain term, and probably as accurate as some .
Somewhere in his treatise during the discovery of moving from Special Theory of Relativity to
the General Theory of Relativity, “ No problem can be solved from the same view that it was
created, if we are to effect a solution to the problems.”
The Five Fold Path:
1. Is BB Getting Things Done?
2. Is BB Doing The Right Things?
3. Is BB Doing Things Right?
4. Is BB Doing Things Together?
5. Is BB The “Best” at Doing Things, Better, Easier, Smarter and Timelier?
The 5 Path to examine is the most important. “Why” is there a need for BB in the market place?
“Why” isn’t BB in your face whenever, wherever, whatever, and whoever, the front, and back
end users are needing top of the line global mobility anywhere, anytime, and anyplace by
anyone?

2. I truly believe the future of BB is great and will once again take the helm as the “BEST”
handheld providers and service as an infrastructure; in the global market in the 21 century. In
order to accomplish this All of BB teams, must get out of the Ivory Towers, and Hallowed
Grounds, and “Manage Where the Rubber Meets the Road,” to win in the end. I have been a
loyal user and following BB since 2000. All of my friends and colleagues know there is only one
handheld for me, and that is the BB, period dot.
BB must create a mobile “Re-brand” with education based marketing to end users up and down
the line, from the corporate suite to the global streets.
In order for BB to regain the competitive advantage it isn’t enough to create internal disruptive
technological innovations. This is good to “wow” the shareholders and market gurus for the short
Bull Run; however, in order to beat the market back and become fluid, flexible and adaptive, to
the 21 century market, building a fortress isn’t as important, as rebuilding the trust in the BB
BRAND.
The trust must be indelibly enshrined in the heads and the hearts of the BB users. The number
one theme is “Why” is the BB brand at stake, and not focusing on the reasons, for the loss and
missed knowledge applications in a disruptive mobile market.
BB must become to be known as being the “BEST,” as my mentor use to say. The “ BEST” is
simply powerful. All involve must live the mantra, that “WE ARE the BEST.” We Build from
the ground up with one central theme in mind. “Make devices that operate Better, Easier,
Smarter, and Timelier to Get You YOUR Knowledge securely from “Here to There.”
A turn around can happen and must happen at BlackBerry. In short, to affect a long term strategy
at BB, is necessary to integrate the heads, and the hearts of the BB users in the everyday world,
to the long term strategies of BB. The question to ask is why?
Why is BB a forerunner of every device and still the most revered mobile handheld caught in a
crisis oriented situation, when the world is calling for disruptive mobility? Is BB ready to re-
engineer the brand to the extent that it can once again, gain the preeminent role, it plays in the
global community upstairs in the corporate suite.
The Why of BB existence seem to come to mind whenever, I read a story of BB’s extinction.
How can a company with so much to gain focus on so little in terms of its marketability? The
word on the street is BB is Old School, and all other devices are New School.
The problem isn’t the device in and of itself. The problem lay with the external branding of the
entire organizational culture delivery to the masses. The question to ask is why is it important to
own a BB, in the first place? Why is the majesty of the brand not creating traction for the brand?
Can the brand by the mere power of its leadership in the mobile device market, be driving what
appears to be it’s on irreconcilable market differentiation?
Why is the loyalty not there among the masses for the most powerful handheld in the world? Is it
a matter of myth or method holding the company hostage to the illusions of failing in the eyes of

3. the market place? Thanks for taking the time to read this blog, for making a case on the “Why
of,” the Need for BlackBerry in the global market place.
The answer to the “Why” questions five core competencies for a BB correction in the21st
century marketplace can be found in these four easy steps and drive revenue to the table for to
sustain BB for the long-haul.
1. BB is The Way to Get Things Done.
2. BB is The Way to Do Things Together.
3. BB is The Way to Do The Right Things.
4. BB is The Way to Do Things Better.
5. BB-mission as I see it is simply powerful: Creating “The” New World for Mobile Virtual
Order.
“ Just Saying ” from a loyal customer of a small time start-up. Only time will tell if "the Fat Lady
Will Sing or Not Sing" to Black Berry CEO John Chen.
Gregory David Bailey, PhD (c)
Founder and CEO
KnowledgeProfits, Inc., USA
The Knowledge leadermustaddressthe losseconomicpotential of the knowledgeif notapplied
correctlyto the disruptive knowledge innovationtothe firmandaddressthe barriers,needsandgapsin
the missedapplicationof the knowledge.
Whenthe Why of the knowledgeprocess,outcomes,andimpacts,togetto,the How knowledge istobe
utilizedisanswered,thenthe movementtoget“Us from Here,andtake Us overThere,iseverso
simple.”“Alwaysthinkaboutwhatisthe 'Why' of the Knowledge, itsUsage,andEconomicValuation.”
The Knowledge EconomicManagementModel mustbe examinedintermsof the EstimatedProbable
Payoff,multipliedbythe EstimatedPossibilityof Success,dividedbythe EstimatedCostof the
Experiment,andthenyouwill getanaccurate accountabilityspecificallyrelatedtoReturnonthe
KnowledgeInvestment.*
Baileyg- 2014
The problemisn’tthe device inandof itself.The problemlaywiththe externalbrandingof the entire
organizational culture deliverytothe masses. The questiontoaskiswhyis itimportantto owna BB, in
the firstplace?Why isthe majestyof the brand not creatingtractionforthe brand?Can the brand by

4. the mere powerof its leadershipinthe mobiledevice market,be drivingwhatappearstobe it’son
irreconcilablemarketdifferentiation?
Why isthe loyaltynotthere amongthe massesfor the mostpowerful handheldinthe world?Isita
matterof mythor methodholdingthe companyhostage tothe illusionsof failinginthe eyesof the
marketplace?Thanksfor takingthe time to readthisblog,formakinga case on the “Why of,”the Need
for BlackBerryinthe global marketplace.
I trulybelievethe future of BBisgreat and will once againtake the helmasthe “BEST” handheld
providersandservice asan infrastructure;inthe global marketinthe 21 century.In orderto accomplish
thisAll of BB teams,mustget out of the Ivory Towers,andHallowedGrounds,and“Manage Where the
RubberMeetsthe Road,” to wininthe end.
have beena loyal userand followingBBsince 2000. All of my friendsandcolleaguesknow there isonly
one handheldforme,andthat isthe BB, perioddot.
BB must create a mobile “Re-brand”witheducationbasedmarketingtoendusersupanddownthe line,
fromthe corporate suite tothe global streets.
Why isBB a forerunnerof everydevice andstill the mostreveredmobile handheldcaughtina crisis
orientedsituation,whenthe worldiscallingfordisruptive mobility?IsBBreadyto re-engineerthe brand
to the extentthatit can once again,gainthe preeminentrole,itplaysinthe global communityupstairs
inthe corporate suite.