If the web has proven anything? It has proven this simple tenet:
Ideas don’t make you creative. Limitations do.
Anyone can create something amazing when they aren’t confined by the burdens of execution and reality. True geniuses, create something amazing with the tools and restrictions that they are given.
This process of refining, strengthening and working around obstacles is what separates people who get paid to think creatively and those that just think they can.
The world has changed.
We don’t have to view a 30-sec spot. We don’t have to view a print ad. We don’t even have to look at a billboard.
We have to check our email. We have to track business in real time. We have to find data instantly.
We have to go online.
It’s this key difference in thinking that may have finally broken the back of traditional advertising. The ability to share, embed and distribute mass amounts of content independently makes all but the best content disappear in the nether.
The internet is not the best medium for “pure” creativity. It may eventually become it. It isn’t now. You are restricted to certain parameters in order to ensure functionality.
Great content is a part of the equation. But that’s just it: it’s a part.
The world has flipped on its head: TV, Radio and OLA are now supporting players to digital and public relations strategy. Community management and design will eventually take a seat at the big kids table as well.
(Digital and PR strategy includes: Search, Engagement, API usage, User Experience and Community.)
No one cares if you have a great idea if it doesn’t work or they can’t find it.
2009 is over, social communication won.
2010 is the year of community.
Image Source: David Goehring