Successful because highly unorthodox, or unorthodox because highly successful?
In my post a little while back, I had touched upon the fact that most corporate cultures breed inertia. Stick with the herd. Do what's always been done. Do it the way it's always been done. Do not question the status quo. And never ever attempt to go against the flow.
The primary reason being safety in numbers. After all, in a group, individuals are absolved of accountablility. The means become the end. Processes take over from goals. Process that ensure uniformity and conformity... Prizing consistency and predictablity of the mediocre and mundane, over passion and impetuosity of the original and creative.
But there is one entity that thumbs it's nose at the accepted 'herd culture'. And it is thriving seemingly because it dares to be different! (Or is it because one man dares to be different?)
"Apple’s competitors cannot actually copy the secret of its greatness, because Apple is a fundamentally different type of organism. Rather than a brainless government-by-committee, it is an extension of one man’s will, projected with the aid of a small group of trusted lieutenants: no focus groups in sight.
[...] If you are creative, create. Otherwise, strive to find a strong-willed Jobs figure gifted with good taste, and become his loyal servant. This is how we get quality products, everywhere from architecture to operating systems. There is no other way. Creativity requires a mind, and a herd has none."
It's often called the world's second oldest profession.
But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.
In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.
Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.
So what is Advertising today?
Honestly, I don't know.
But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.
That has not changed. And probably won't.
UPDATE: Nothing's changed. But in a way, everything has. As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.
While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.
My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.
My aim is to send my readers down any path that can lead to this quenching pool.