The internet has gone from an information society to a knowledge society. From being a huge database of information, today’s internet is full of prepackaged insightful knowledge in terms of blogs, tweets, slideshare, and so forth. Theoretically, the easy access to knowledge can change the whole world. Or can it?
There are masses of people who believe so. Usually, the same people are communication consultants or self-proclaimed evangelists who claim to have the solution right in their pockets. Be innovative like Apple! Use social media! Reinvent your company! Imagine this!
If the world was easy to change it would look different from what does today. But even though inspiring ideas are abundant, these are hardly solutions to the problems companies face today.
Instead of dumbfounding companies, we as providers of creative services should think about how we can achieve change rather than what we want to achieve. There’s a huge difference. Achieving real change is as difficult as ever, because it’s about changing people’s behaviours. And until you’ve managed to do change people, talk is cheap.
I love your posts. Not sure how I signed up for your newsletters, but happy I did do. I had to repost the above message on my facebook. http://www.facebook.com/agawestfal?ref=nf
As an ex-advertising agency worker who recently made the switch to the client side currently doing marketing for a well recognized nonprofit, I appreciate the point you are making: It's not what we do to create change, its how we do it.
Best from Arizona!
Posted by: Aga Westfal | Monday, October 05, 2009 at 18:37