Think about a prediction. “The sun will set today.” We work out that the sun sets every day, because of the rotation of the earth, and since the earth seems to still be rotating, (we’d know if it wasn’t,) the sun will almost inevitably set today too. “It will rain today.” We can work out, based on cloud cover, humidity, and past observations, that it probably will rain at some point during the day. “Lightning will strike at precisely 3:45 this afternoon.” Crap, what do we do now?
This is the point that the info-tech-media-tainment industry is entering. The rate of change and the level of complexity have come to a point where nothing is ever finished, because in between the prediction of a successful product and it’s launch, everything’s changed, and seven other jerkfaces have already launched an identical product.
Crap, what do we do now?
We get creative.
No, I mean really creative.
Because nothing is ever finished. You used to launch a game and that was that. Maybe a sequel was in the works, maybe it wasn’t. Now we can send out updates on any game to anyone. With social games we have to constantly update them, because if we don’t, people get bored and stop playing them. Advertising is even needier, especially now that companies are realizing that they’re their own best media buy.
Because ideas are free. Everyone has them and every day more people are actually executing them. Gone are the days of the selfish inventor who has one great idea and spends years desperately trying to sell it. Someone else just gave away your idea for free, dude. The good news is that human brains work in groups, and other people’s ideas give us better ideas, which give them even better ideas, which over a few hundred thousand years leads to the Internet and rocket science.
Because everything is content. How useful or interesting is that third paragraph on your home page? Seriously?
Because uniqueness is valuable. What is that stock photo of the chick with the laptop really doing for your brand?
Because the human brain doesn’t understand things that it can’t create. We understand how a pencil works because we know what all the parts do and we’ve reconstructed it in our minds. We have no clue how our iPhones work, unless of course we’ve created one, or something similar to one. There are only two ways to know when that lightning bolt is going to strike. You can wait and watch, or you can create it.
The only way to predict the future is to create it. You can’t afford to sit back and see how everyone else uses this new _______, because by the time you’ve made your observations, they’ll be obsolete.
In conclusion, stop laying off your creative people already.