The Inkstained Mind: Do the arithmetic, because something doesn't add up

23 Nov 2010

Do the arithmetic, because something doesn't add up

I always knew that I should've paid more attention in Maths class... but who'd have thought that "the greatest shortcoming of the human race is our inability to understand the Exponential Function."

Hokum? Humbug? Hogwash? Or just plain BS?

I am afraid, not.

You'll understand why, when you see the video by Dr. Albert A. Bartlett, Professor Emeritus, Department of Physics, University of Colorado at this link.

Dr. Bartlett explains the concept of exponential growth quite lucidly. At the end of the one hour video, I was stunned by the gross misconceptions on the true impact of simple things like 'percentage growth' in population, energy and economics. This video has given me a new perspective on many levels.

There is also a less satisfactory, 8-part version of it here on Youtube, which by the way, has been viewed by well over 2 millon people!

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WHAT IS ADVERTISING?

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.