The discussions and conversations offered here and elsewhere seem to focus largely on convincing you that "something is coming." The sentiment is that you need to be aware of some subtle change in preference out there; a slow changing of the tide.
I think we owe it to you to be a bit more clear. The culture, the strategies, and the beliefs that your business has relied on for the past 20 years are being actively dismantled. We have identified the load-bearing walls of your ideology. We know which screws anchor your most contrived messaging, and we are now loosening them.
The Internet is not causing this change in culture. We are changing culture. The Internet is just our weapon of choice, an interconnected wrecking ball being wielded with one purpose: to bring down the false, calculated, posing communication that assaults our sensibilities and clutters our world.
Your skill at communicating powerfully will fail you. Say something powerful, or shut up. Create your logos, but we will decide what they mean. Tell us you're the leader, the innovator and we will make you a liar no matter how good you are.
If you think Barack Obama raised $650 million because he understood the Internet, then you are in danger of making the same mistakes online that you're making in print, radio and TV. If you think he won the election because he raised $650 million, then you will over-pay for your mistakes.
Madison Avenue began its rise about 40 years ago and peaked about the same time that Michael Jackson did. We aren't making that kind of music any more and we certainly aren't buying it. Like Jackson, Madison Avenue will continue to exist in some grotesque form. They will take your money and will continue to paint your face while we knock your legs out from under you.
The tragedy is that you already know how to speak to us. You know how to carry on a conversation, to have a polite discussion about what you believe, and to even be passionate and persuasive.
Once you realize that your message has nothing to do with you, you will understand that it his everything to do with you. If you don't understand this statement, don't worry. We'll explain it to you in no uncertain terms. Here are some clues that will help you along.
TV is not an effective way to communicate, video is.
Radio is not an effective way to communicate, the human voice is.
Print is not an effective way to communicate, words and images are.
Web sites are not an effective way to communicate, solving problems is.
We now have the tools to create messages in each of these media. We will use them for you, and we will use them against you. You only get a vote in the matter if you have something powerful to say. Inform us. Entertain us. Inspire us. We'll listen.
"We" are your prospects, your customers and your competitors. Start the painful process of joining us, or wait for the more painful process of being dragged into the conversation.
The people on this site will translate for you. Tune in.
1 comment:
Very good point!
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