Making It Happen
What David Pogue said was: “Things don’t replace things, they just splinter...TV was expected to kill radio, the introduction of the DVD was to kill the cineplex, instant coffee was to replace fresh-brewed, but none of these predictions proved to be true. In the end, they did not replace anything, but just added on to the current and proven mix.”
Does this sound like making it happen or hoping for the best?
But hoping for the best has never been a fine business proposition. The very term sounds like those on the Titanic hoping for the best—that the flares used would be seen, that there were enough life rafts, that the ship was not really sinking, that the water temperature was a very warm 82 degrees Fahrenheit, and that the cocktail bar would be moved to the warm water to provide the best for those paying passengers.
No, hoping for the best is not the term to use in this depressing economic business climate. Making it happen is the term that needs to be focused upon. Making it happen perhaps has a different meaning depending which link in the chain of communications you occupy, or does it?
If you are the marketing end of the chain, then making it happens means focusing on ROI. If you sit in the creative chair, then you need to understand the latest in emerging technologies, where the biz is going and, yes, focus those results on the—you can see it coming, shout it out—the ROI of the project.
Great design is wonderful; it is, in fact, a beautiful thing. There are industries that don’t care about the project unless the design is spectacular. But to be honest, in today’s world, making it happen with great design—even the best design—will not provide a smile on the face of any client if the results suck.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.