The shift in marketing approaches can’t compare in historical magnitude to the changes brought about by the automobile and the industrial age, but the analogy provides an instructive framework for thinking about how to solve big questions. While history looks in awe at Ford’s imagination for modernizing transportation, his real innovation came through his use of systems that augmented humans’ ability to produce new goods. Instead of looking to the past for an answer, he created an entirely new system to build the future.
If you are a brand thinking about the challenges of the age of social media, start by asking yourself, “What is different now than in the past and what are the tools that we have at our fingertips?” If the answers make you feel as if you are treading into territory never documented before, that’s a good thing. As many have noted, the biggest mistake we make in a new medium is mirroring the process of an old one.
The awkward self-quote from an article I wrote in AdAge. Outside of hiring and meeting clients this is what I spend most of my day thinking about.