I just read through the recap of Jaffe’s panel at iMedia Brand Summit.
I only have 2 comments to make.
While many markets applauded when Rick Parkhill, CEO of iMedia Communications, called Second Life one of the most over-hyped platforms of 2007 during his opening remarks, Jaffe challenged the crowd by asking how many in the room had actually spent more than four hours on the site. (Emphasis mine)
Only a handful of attendees met Jaffe’s high standards for experimentation.
Now, these two lines were separated by a line break, so I don’t know whether or not there was more on Jaffe’s standards for experimentation. But if these guys are whining about taking four hours out of their day to tread into new territory then Jaffe is completely right. They completely lack the thirst for creativity and innovation.
Maybe they just don’t have the time? Here’s a thought. Take some baby steps and spread this experimentation thing out across your week. Since you’re probably spending most of your time in those highly productive meetings, get your lunch to go and experiment on your lunch time.
Next up…
One problem the panel could agree on was the issue of media planning, with each member of the group saying that the traditional planning paradigm simply doesn’t cut it anymore because media moves too fast.
“The velocity of change is moving so fast that it’s almost impossible to plan,” Schulman said. “What you need is a planned framework that helps you deal with the technology changes as they come up.”
I think that’s entirely accurate. A thought on the framework? I don’t have all the answers but I know at least one valuable asset to it.
Listen. Listen to the conversations that are happening. But don’t forget to care. I can listen to my girlfriend all day but if I don’t actually care then our relationship won’t progress (Consequently if I didn’t care then we wouldn’t be in a relationship. But I do! So it’s OK). But what does that say about companies?
Good point…listening without caring is tantamount to not listening at all. Listening without responding is the same problem as well.
Let’s not assume that if you haven’t been on Second Life for four hours you don’t have a “thirst for innovation”. By the way Jaffe has been found out recently … great at “preaching” but not great at actually “doing it”.
@Jaffe: Thanks for taking the time to comment! You are absolutely right, listening without responding is very much the same problem.
@Paul: Obviously the thirst for innovation doesn’t begin and end at SL. I think the point is more to take the time putting your hand in the lake to test the waters for yourself. For example, would you be more inclined to hire someone who has or hasn’t tried blogging to head up a blogging campaign for your company? Chances are it’ll be blogged. Do I need to even explain why?
“Doing it” will always be harder, and I will always reward those who innovate and face the struggles of challenging and being involved with innovation over those who don’t.