The digital media market. Two things that really affect our perspective.
1. It grows like mad
2. It continues to change shape.
It’s always interesting to see how people react to these 2 factors. I spend a lot of my time trying to help companies relax and adapt to how they approach digital. Interestingly there are those who are intrigued, some in denial, some rip off their clothes and dive straight in and there are those who get a bit redder and angrier and say through gritted teeth “Just tell me the rules”.
I really believe in that old saying “Better a good plan today, than a perfect plan tomorrow” and invariably businesses need to get stuck in, make a few mistakes, learn from it and be conscious that they are learning. 5 year plans don’t work in digital. Rupert Murdoch’s quote still resonates “The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.”
Companies that start to crack it are the ones where a whole management team is engaged, willing, excited (perhaps a bit worried) but with their sleeves rolled up and leading from the front. The market is littered with companies who have gone backwards due to hiring a “Director of Digital” – who is given responsibility to solve “the problem”, invariably not given the seniority and usually fairly technical (as execs have already assumed technology know how is the key). The execs waiting outside for the answer
There are so many good business leaders who continue to delegate their future direction to digital technologists and then wonder why things are even more confusing. To be honest it’s a cop out, uninspiring and not necessary.
Come on, take your socks off.
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