We have all heard about how entrepreneurial the top digital organizations are such as Google, Facebook, Amazon and the list goes on and on. These companies encourage their employees to come up with new ideas, show innovation and be entrepreneurial all while working in a corporate environment. This is after all how these companies have taken over the advertising and marketing world by consistently reinventing themselves along with innovation. So why is it that traditional media advertising doesn’t follow this model? And when I say follow the model I mean be more entrepreneurial.
I for one see myself as an entrepreneur working for a corporation. I did after all start up my own company (FlyerMail) and sell it to Metroland in 2012 less than 3 years after its launch. I like to move quickly in a fast paced environment. You could say I am always on with a brain that is always thinking of a better way to do things. As an entrepreneur I like to think I can always find a solution regardless of the current challenge I am facing. I have taken this approach my whole career whether it’s the company I work for or the company I’m running.
For much of the corporate world from what I have seen we tend to look for corporate experience, experience managing people, experience with a similar product or service, you know all of that stuff we can easily put in a box and pass it around the company. In a nutshell I am talking about those skills that we can teach. The message this sends is that we are happy with the status quo. In the traditional media advertising biz nothing could be further from the truth. We do need to get better, we need to find innovative solutions so we can compete with the Google’s of the world well at least eat into media buys which they are getting a huge chunk. To do this we need to think outside the box, bring new ideas to the table, do things differently, think advertising 24/7, devote at least 1 hour per week to new product development ideas, find the most skilled/driven/passionate staff, come up with efficient systems, and most importantly be more entrepreneurial. What I would love to see is my industry follow the lead of Google and Facebook and hire more Entrepreneurs, let them free and watch the positive impact this has on the traditional advertising industry.
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