Tuesday, July 05, 2005

In This Age

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My friend <a href="http://www.imdb.com/name/nm0004277/">Adam</a> and I have been collaborating on a new TV show concept that’s rooted in exceptional marketing stories. In thinking through some of the storylines, I was struck by how much our industry’s moved forward in the past few years. Gone are the days when a great logo, name and tag line were all that’s required. Now, products depend as much on ‘customer experiences’ as they do on packaging. Google puts instant research at our fingertips. Comparison-shopping sites help us find the right price. Web sites provide new and meaningful ways to experience a product without seeing it in person. Think about cell phones—when someone recommends a new cell phone to you, isn’t the first thing you do go and see if you can find some good imagery and reviews on the Web? Think about digital cameras. Would you ever buy a new camera just by walking into a store and listening to what the salesperson had to say? Think about movies. Woudl you ever go see an unknown movie just based on who was in it without checking out <a href="http://www.rottentomatoes.com">Rotten Tomatoes</a> or another review site first? We have a new medium of unregulated and growing information. We have tools that put us directly in contact with people who would never have otherwise crossed our lives. We have validation and testing tools. We have research and analytical tools. We have networked economies, where the vision of <a href="http://www.cluetrain.com/">the Cluetrain Manifesto</a> now seems apparent—markets have truly become conversations. And yet, we continue to make the same mistakes we made years ago. We don’t pay our bills on time. We’re constantly late to meetings. We’re forgetting phone numbers and losing contact information. We don’t stay in touch. We pay too much for too little. We trust a guy we meet at a bar instead of someone who has been written up all over different Web sites. We make excuses. How is is that our culture continues to devolve to accomodate the valuable additions to our lives? How is it that in spite of all of what we progress with, we continue to be less and less efficient as a society? And how the heck is it, that despite our best efforts to create tools and processes to make our lives easier, we as a country are more stressed than ever before? I mean...what were the good old times, really? http://www.brutalclarity.com/index.php/55/
 

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