InteracTiVoty: The Business of Tomorrow, Today - Mark Risis - MediaBizBloggers

This is my favorite time of the year the weather is crisp there39s energy in the air and the sentiment of possibility and opportunity is everywhere The market is up negative indicators are less negative than last quarter and it looks like the world is not going to collapse after all It39s time to let out the breath we39ve all been anxiously holding for the last 12 months and get back to our quotbusiness as usualquot right WrongThis is precisely the time to throw all energies into laying the foundation for the REAL growth that39s waiting for us around the corner Just think back to the early naughts when the Internet bubble burst the Web was declared an infatuation of irrationally exuberant investors and postcollege kids who didn39t want to work for a living and clients pulled the reins of budgets towards the triedandtrue TV Print and OutdoorIt was right at that time that the more futurecentric players in the agency world began to stake out the juiciest bits of Web inventory left alive the IAB started pushing heavily towards standards and consistent metric currency technology companies began to roll out userlevel dashboards and process automation tools and viola the most explosive growth in media industry history took place only a few short years laterBy then those that invested in building out futurecentric organizations that could take advantage of what was taking place by being both participants as well as contributors to the evolution of digital advertising ended up way way way on top I don39t want to point fingers at any specific company or individual but just take a look at the holding company rankings by revenue from 2001 and compare it to 2008 Acquisitions aside executives from those that grew were the loudest voices in the industry in support of innovation and evolution over the last 7 yearsSo here39s the deal this is not the time to get back to quotbusiness as usualquot because in today39s hyperaccelerated marketplace the quotusualquot is a constantly moving target Everyone from clients to agencies to media companies to publishers needs to ready themselves for the permanent state of preparation and practice for the quotbusiness of tomorrowquot For you bears out there I39m not talking about jeopardizing the current revenue streams come onTo do so we must look at the way we structure our organizations the way compensation and reward is calculated and the values we place on looking forward and trying things out even if the actual results are not comparable to the quotusualquot that39s keeping the businesswell in business We must foster nimbleness speed and action Collaboration or individualism it doesn39t really matter how you approach the business of tomorrow as long as it39s being put into practice not just discussed or analyzed until there39s nothing left to act onLike our kids we need to go back to school nay we need to enter into a permanent state of education and reeducation so that our minds and organizations are trained and inshape acting like welltuned athletes with the accompanying flexibility and adaptability to seek out and embrace experimentation and acceptable failure as part of our daily business That39s right we must embrace failure as a natural part of our education and growthAs any sales rep worth his salt knows in order to close one deal you need to knock on a hundred doors So let39s all try a hundred things this fall and in the new year and even if 99 fail I can promise you that the one that does succeed will propel your organization to new heightsand then you gotta do it all over again and againthat is the business of tomorrow todayMark Risis is Director of Interactive Advertising Sales for TiVo IncRead all Markamp8217s MediaBizBloggers commentaries at InteracTiVoty MediaBizBloggers

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InteracTiVoty: The Business of Tomorrow, Today - Mark Risis - MediaBizBloggers

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