Put the Genie Back

It struck me a few days ago just how many things I've read in various publications recently -- and I mean really recently -- bemoaning emerging web+consumer culture.  Adweek a couple of weeks ago had more than one column by more than one disgruntled person that pretty much centered around that danged internet, and how it's just messin' with the way things should be.  All this consumer control hoo-ha, etc., etc. -- one article actually argued that "we" (professionals) need to get control of the media back from consumers, because they produce nothing but second-rate crap.  (Which might be true -- the crap part, I mean, depending on your tastes -- but the idea that "we" even could even hope to get it back should we be foolish enough to try, simply befuddled me.)   Then I read  Small Agency Diary, and one of my old buds is bemoaning young creatives who surf for inspiration, instead of putting their heads down and making real ads. (Though, as I remember, said old bud and I spent plenty of time, years ago, with hard copies of CA, etc., for inspiration -- but presumably, that was ok, because it wasn't online, because there was no online then.)

It just struck me, for a moment, as weird -- that I'd notice what I perceive as a swell of backlash, especially now, especially since the web and its new rules for communicating aren't exactly what I'd call new anymore.  At least not in web time.  And that's when it hit me.  They're not living in web time.  They may never live in web time. Because just now, they're only beginning to realize that web time exists.  Those who are working now (and who have been working for some time) at moving forward had all those conversations and thoughts a long time ago.  We quickly realized that: (A) things are going to change with us, or without us;  (B) the new space and new rules are interesting places to play; and (C) if you know how to play, you can win.

The world has accelerated far beyond anyone's ability to keep up.  I keep up pretty well, I think, and I constantly think I'm way behind.  A huge part of my job is helping folks (my agency, our clients) catch up as much as anyone actually can -- and as much as is appropriate for any given project, given that no matter what, you have to create with an eye for the future, which these days, means an eye for anything.

Anything can happen now.  Anything is possible.  Consumers (people) have a say, and we as marketers aren't the first or last word.  We can't make people look or listen, we can only politely encourage it, and we have to be prepared that even if they do, they can, and will, talk back.  We can hear them or not, but it's a real sure bet that somebody (or a lot of somebodies) certainly will, so it behooves us to listen, too.  The rules have changed, and they're going to keep changing as new things come along to change them. And they will.  Fast. 

From my vantage point, there's only one thing that's for sure:  The genie's out of the bottle, and he's not going back.

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Comments

[jen_chan, writer SureFireWealth.com]

Growth is relative. I agree that each individual reaches some sort of realization at a specific time. How your mind works may not be the same in two or three years' time. It's also a strange feeling when you reach that point where you realize this. It's like being in a checkpoint and being able to see the past, present and a glimpse of the future. It's then possible that what you know now is being bemoaned by another older and more experienced person and that at some point in the future, you will also do the same thing. Hmm...