The world is not just flat, it’s upside down.
Business is changing. I don’t need to tell you that. But how dramatic is this change?
I’m going to say business is not merely changing, it’s already changed. Like never before in the modern era.
The way we conduct business is different; from distribution channels, to digital store fronts, to alliances, to globalized markets, etc., etc.
How do I know this is beyond the tipping point? Because advertising has finally come to the party. And, in spite of claiming the creative high ground for decades, advertising has been one of the slower industries to embrace this new order. No more.
There are people who understand this and people who say they understand this, yet still go about advertising like it’s 1985. Since you’re at this blog you’re likely in the former group, and those in the latter group are probably holding you back.
I saw a presentation recently that would convince even the thickest of doubters. If these holdouts see this presentation they won’t be holding out much longer. If you see this presentation you’ll be better equipped to deal with these holdouts.
The presentation is entitled “Engagement: New Ways To Connect Brands With Consumers” and it’s presented by Tim Williams, an ex-ad guy (please don’t hold that against him, says another ex-ad guy). Today Tim is a consultant, author and surveyor of new landscapes. Among other things, he conducts this seminar, a thought-provoking presentation even for someone who is already a believer. The seminar helps marketing communications professionals or anyone in business think beyond traditional solutions for engaging their audiences. Well beyond.
The reasons we need to do this is obvious, because traditional advertising, which has never been particularly efficient or effective is less efficient and effective than ever.
For “Engagement” Tim has done his homework. Extensively. He shows a plethora of examples of marketers the world over who have changed the way they interact with consumers. Sure, even those who totally believe business is in a new place can cite a hand full of marketers who are doing things differently. But too often most believers see the changes from limited perspectives, in their own industry or region.
Well, Tim knocks you over with facts and figures, and plenty of examples from the new order, across industries and regions, including enough cases from large marketers to prove it’s now not just a few progressive little guys. And part of Tim’s credibility comes from the fact that he’s not selling you anything. But if you’re smart, he’s unselling you on any of your old lingering beliefs. Beliefs that die hard. Or he’s giving you help to unstick the stuck ones.
This is not a window into the future of business. It’s the here and now! As a planet we are beyond the tipping point on this matter. I will not make a habit of pimping products or services in this blog, but, if I am committed to helping people in business think creatively (and, believe me, I am totally committed to this - like almost a sickness) I simply must recommend Tim’s seminar. I saw it presented to a progressive-minded ad agency recently. You can catch Tim at an open “Engagement seminar” coming up soon in Atlanta or LA.
Whether you’re a marketer or an advertising professional and have any doubts, you had better figure this out, and quick. If you know someone who needs to see the light, this seminar will open their eyes.
Because we all know what happens when the world turns upside down. If you’re not firmly planted, well, you just drop off into oblivion.
