This is Not my Beautiful Industry

Posted by Kate Jurras on Thu, Dec 30, 2010

Guest post by John Francis, a MITX Board Member and longtime entrepreneur within the Digital Media community. Contact him at jfrancis@ontios.com. This is one of several guest posts in the MITX 2011 Perspectives Blog Series. Stay tuned for many more posts by Boston's most influential thought leaders.

The one constant in the Digital Marketing and Services industry is change.  The tools change, project sophistication rises, client expectations climb and the skill sets required to address those rising expectations evolve.  Sometimes quickly.  This evolution is consistently displayed at both the MITX Technology and Interactive Awards programs.  A few specific observations:

  • It’s no longer just about design & production.  Broad-based strategy is more important than ever given the myriad of choices available to interactive services practitioners.  Production can be outsourced or delegated.  Choices.
  • The growing importance of Social Media and the maturity of development tools has transformed the deliverables for web services firms while changing their staffing models.  This change has challenged some agencies, while opening the door for new competitors to emerge.  Competition.
  • The rate of change within the technology tools world is fascinating, but “better tools” don’t always gain marketplace acceptance or yield better solutions and they are challenging for services firms to embrace.  Tool vendors need to continue to innovate, but they also need to help practitioners to understand the switching implications.  Change is a constant within the Digital Marketing and Interactive Services sector.  Same as it ever was.  Innovation.

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And now with some help from the Talking Heads and their song “Once in a Lifetime."

You may find yourself working at an Interactive Agency
You may find yourself in another industry
You may find yourself in charge of a large web project
You may find yourself in a large company with a corner office
You may ask yourself, well, how did I get here?
Letting the days go by, don’t let the changes slow you down
Letting the days go by, change flowing all around
Into the black again, after the VC money’s gone
Once in a lifetime, change flowing all around
You may ask yourself, how do I work within this industry?
You may ask yourself, how do I manage this large web project?
You may tell yourself, this is not my creative company
You may tell yourself, this is not my corner office
Letting the days go by, don’t let the changes slow you down
Letting the days go by, change flowing all around
Into the black again, after the VC money’s gone
Once in a lifetime, change flowing all around
Same as it ever was, same as it ever was, same as it ever was, same as it ever was

Change enabling and change destroying
There is change throughout your business
Embrace the change, harness the change
Embrace the change within the Digital World
Letting the days go by, don’t let change slow you down
Letting the days go by, change flowing all around
Into the black again, after the VC money’s gone
Once in a lifetime, change flowing all around
Into the black again, immersed in Social Media
Within the start-ups and labs, there is change all around
Letting the days go by, swearing off Facebook (again)
Once in a lifetime, change flowing all around
You may ask yourself, what happened to my creative company?
You may ask yourself, where do these changes lead us?
You may ask yourself, am I right, am I wrong?
You may ask yourself, my god, what have I posted?
Letting the days go by, not letting change slow you down
Letting the days go by, change flowing all around
Into the black again, after the VC money’s gone
Once in a lifetime, change flowing all around
Into the black again, immersed in Social Media
Within the startups and labs, there is change all around
Letting the days go by, immersed in Social Media
Once in a lifetime, change flowing all around
Same as it ever was, same as it ever was, same as it ever was, same as it ever was

Funding isn’t stopping us, Technology isn’t after us
Funding isn’t stopping us, Technology doesn’t hold you back
Funding isn’t stopping us, Technology isn’t after us
Technology is enabling us.
Letting the postings fly, letting the postings fly, letting the postings fly, once in a lifetime

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