Sunday, 10 June 2012

Just because it can be done doesn't mean it should be

I've said it before, but it warrants repeating: just because technology enables us to do certain things doesn't mean that we should necessarily do them.

Each new generation brings new ideas. Some of those ideas are amazing and ground breaking, but some of them just plain suck - at least for certain applications.

I was raised by entrepreneurs to become one myself and it has oft been repeated & proven throughout my 20 years of experience that a computerized system is only as good as the manual system on which it is based.

Yet countless times I, like so many other hot-blooded raring to go youth (meaning pretty much anyone under 40 with drive & ambition), have spent hours trying to prove that theory wrong - only to crash & burn.... eventually. This is exactly what I see happening with technology all around us and especially within the media industry.

What concerns me the most is the number of seasoned experts who are stepping aside & letting it happen. Is it because they are lacking the fight & energy they once had? Are new techies simply more convincing that they are able to shake the beliefs these seasoned experts know to be true?

Surely the current state of circumstances surrounding Facebook must be re-opening some eyes? I'm not saying that progress & change are bad - not at all, I thrive on them as much as our society does. But where are the tried & true manual systems behind today's technology? In particular behind the digital drive of media?

Abandoning the facts of what we know works & thinking that something completely new can be born without any logical & thorough follow through is suicide for business & in this case an entire industry.

Media needs to be the leader they have always been. For content & for advertising. The current haphazard approach can only end badly. It doesn't mean utter extinction, but it does mean a whole lot of casualties & lost time & money until someone stops the runaway train and puts it back on track.

I'm rebuilding the track but I'll certainly need some help getting the train back on it.
Sent from my BlackBerry :)

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