I've been consulting on strategic approaches for new world trends by utilizing simple steps/strategies and the importance of framing up your brand from the perspective of the customer. The idea of reshaping our understanding has been a consistent thread throughout my years of consulting.
For this topic (in particular) I've found it best to describe these complex issues in simple ways to get broad acceptance. As I discussed the changing tide of events with a friend of mine, she shared a great simile that worked well in my mind.
Reshaping our profession is like wanting to make a square ice cube round. You don't hack away at the corners of the ice cube - you melt the ice cube and pour the water into a new mold.
THAT IS RESHAPING! Take all of what we know (cause there is good stuff in our experiences) and use new techniques to solve challenges based on the world we live in today. I was very pleased to see a presentation by Clay Shirky that just nailed home some very salient issues facing marketers:
- For years we've been operating on a "lousy understandings of human behavior."
- TV is still a popular pastime, but the rise of social media shows people also want to produce and interact with content.
- Previous media channels did not let us engage with the medium - people couldn't interact, produce or share at the depth and speed they can today.
- Most instances content creators have intrinsic motivations that aren't, for example, about money.
- "We are living in the middle of the largest expansion of expressive capability in the history of media."
Go here to read more: Social Web Reshaping How Media Works
