Wednesday, 4 January 2012

Digital pace

The pace of business is working up to a phenomenal pace - faster and more "digital". But where are the results? I see only anxiety.

In an attention economy, tracking and targeting people faster than ever before and generating more clicks than ever before, it's almost certainly only making it harder to keep up - and with what exactly? The type of value typically created today is more incremental and less noticeable as the digital space expands seemingly into infinity. I see little space for genuine competitive advantage.

More pace, more precision, more frenetic promises to engage customers is not going to make the world a better place, I am certain of it.

The time to fix the roof is while the sun is shining. And so, as a strategist, I am therefore relentlessly focused on the message, the meaning of the brand and the product, and equally meaningful innovation. That's my deal.

Oh wait, Seth said that too

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