Likewise, if you lean backward, you obviously
run the risk of falling on your butt, and if you lean
sideways, people might think you have bad posture, or that
one of your legs is a little shorter than the other, which is
actually pretty common, and you can get special orthopedic shoes to
compensate for that sort of thing, so it's not necessarily a big
deal -- but I digress.
Anyway, more and more people have been coming up to me lately
and saying, "Simon, you're an influencer, a thought-leader, a
visionary, and a highly sought-after expert on the seismic changes
rocking the media and marketing landscapes. I need your advice.
Which way should I lean?"
My answer is always, "Don't lean -- duck! Hit the deck!" And you
know why? Because no matter what specific industry or sector you're
in, I can guarantee you that it's getting disrupted ... by someone
like me, a disrupter. And when I disrupt, I come in like a wrecking ball --
but a finely tuned, hyper-targeted one.
A lot of people think that disruption is some kind of random
phenomenon, but it's not. It's a highly disciplined process, which
is why I've been moving beyond disruption to something I call
disruptology -- the study and application of best
practices for disruption.
Increasingly, I have people coming up to me and saying, "Simon,
as a SEO guru, innovator, personal-development enthusiast and noted
disruptologist, what's the key piece of advice you offer your
My answer is always, "Go mobile."
In fact, when I speak at conferences, I often say that while
literally moving across the stage, if the conference
organizers give me one of those cool, flesh-colored wireless ball
microphones that make it look like I have a giant mole on my cheek.
And while saying "Go mobile," I show two slides in sequence. The
first reads, "If you're not mobile..." and the second reads,
"...you're standing still." People always seem to connect with that
-- it's one of my applause lines -- because they get
Other times, people will come up to me and say, "Simon, as an
impactful, purpose-driven, solutions-provider who connects brands
and consumers online in a results-oriented way, what other advice
can you give me?"
One of my go-to responses is, "If you're doing media or
marketing, whenever you can, make sure it is real-time
media or marketing." The reason for this is that, if there's one
thing I know for sure, consumers crave authenticity. If they sense
that you're doing your media and marketing in fake time,
they will not be happy -- and unhappy consumers let everyone know
they're unhappy. Studies (commissioned by Twitter) show that a
single tweet complaining about a brand can be seen by as many as
368,524,217 consumers, thanks to the network effect, retweeting,
Still other times people will stop me and talk to me in the
street -- or at the airport, or in line at Jamba Juice -- and ask
me, "Simon, as a tech evangelist, mentor, motivator, frequent
Huffington Post and Forbes.com contributor, facilitator and
collaborator, is there anything you want to impart to me, right
here, right now?"
And I'll say, "Yes -- curate!"
In fact, I think the No. 1 way for media companies and marketers
to accelerate their path to profitability is to curate. Speaking of
Jamba Juice, take their Berry UpBeet Smoothie, for instance. Think
of fruits and vegetables as content -- because they literally are.
Would you want to drink a smoothie made of nothing but beets? No,
of course not -- yuck. But by carefully curating a selection of
content (ingredients) -- specifically, mixed berry juice,
strawberries, blueberries and mangos, in addition to beets -- Jamba
is able to create a content-consumption experience that is good and
good for you.
The best media and marketing these days is about curation. And
if you can add some authenticity into your curated mix, all the
better. In 2014, I think artisanal marketing and farm-to-table
media are going to be huge trends.
Mark my words.
Speaking of words, I'll leave you with a few more, for good
Exude teamwork! Aim for fiscal sustainability! Foster passion!
Build a learning organization! And most of all, be
Simon Dumenco is the "Media Guy" media columnist for
Advertising Age. Follow him on Twitter @simondumenco.