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the pace of change... exponential
or logarithmic?“.. we are living through the greatestrevolution ever seen in the potential forhuman achievement and humanconnection.” “That’s okay. It was ever thus.”Ben Hammersley Matt Edgar
"we’ve been releasing a newversion
of our mobile OS,Android, every quarter... not toolong ago we had operatingsystems that got released everyfew years. That’s a huge change."Larry Page, Google shareholders meeting, June 2011
Marketing Singularity?The best marketing becomes
so useful or entertainingit becomes indistinguishable from the product orservice it promotes...think: ongoing platforms as OS, campaigns as apps(potentially) marketing as profit centre, not just cost
the task of an agency
becomes ruthlessly simple.What can we do to deliver marketing that reflects anew reality?Useful | Entertaining | Epic
“We launched Kickstarter, added a
bunch of complicatedfeatures, then removed all of them... Simplify to the essence”Yancey Strickler“Photo sharing [on Burbn Inc] was one slice of many.. as weworked on that, we realised we were doing far too much.We cut everything, apart from photos.”Kevin Systrom
Minimum Viable ProductSound familiar?great strategy
and great creative have *always*been about the art of sacrifice.the task now is to apply this mindset throughoutthe agency process; reduce to MVP, then listen(data) & pivot as required......don’t launch & leave.
stability creation of new many
new infrastructural infrastructural technology technologies followed by rapid disruption frequent disruption smaller periods of stability stabilityyears years S curve - stable over decades the present - and likely future Source: The Big Shift by John Hagel, John Seely Brown and Lang Davison, via Stephanie & Bryan Rieger @ Yiibu.com
“The world might be digital,
but people are analog. Siliconbased technologies continuously improve and are emotionfree. Carbon-based life form’s (ie humans) ability toprocess and adjust is not scaling at the rate of digitalchange. This divide will be one that will be addressed bysuccessful companies.”Rishad Tobaccowala, VivaKi Photo credit: Joern Roede & Jonathan Pimay