Tuesday, November 28, 2006

Dishing: Keep Those I's on the Prize

[November 2006 - Media Magazine] News flash: there may be no "I" in team, but there most certainly is one in media. In fact, there are three: insight, ideas, and innovation. With the sweeping pace of change in the media landscape, this triple-I combo spells the new core competencies in our industry. They are the catalysts for success and the launch pads for the fast track. In other words, they're "must have" ingredients for communications platforms that combine content with context so compellingly that they capture consumer attention amid increasing clutter, noise, distractions, time scarcity, consumer control, and every other sky-is-falling trend bemoaned at media conferences. Fortunately, the three I's are all members of one family - born of the same gene pool, sharing common DNA. That DNA has creativity at its core - the ability to develop a new thought, find new connections, and establish new links between existing concepts. More

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