The following is from a post I read this morning by Robert Ivan at: http://www.metaprinter.com
“Marshall McLuhan was concerned with the observation that we tend to focus on the obvious. In doing so, we largely miss the structural changes in our affairs that are introduced subtly, or over long periods of time. Whenever we create a new innovation – be it an invention or a new idea – many of its properties are fairly obvious to us. We generally know what it will nominally do, or at least what it is intended to do, and what it might replace. We often know what its advantages and disadvantages might be. But it is also often the case that, after a long period of time and experience with the new innovation, we look backward and realize that there were some effects of which we were entirely unaware at the outset. We sometimes call these effects “unintended consequences,” although “unanticipated consequences” might be a more accurate description.” Read The Whole Thing
I was in the newspaper business for 16 years and for the most part, we focused on the obvious. So much so that we did not see what was happening on the technology horizon and did not realize the impact it would have on our core business. Newspapers looked at every innovation and new technology through their 30% margin prism and totally missed where their readers were going. When newspapers finally woke up and saw what was happening, it was too late.
The quote makes me very uncomfortable. It makes me think about what I’m missing in my current company. Am I missing something that is very obvious? Will it be too late for this company too? How about your company? Is it too late for you?
It’s time to test the new technologies, to vet them and to see how they might apply to your business. If you aren’t investing the time in looking into social media, social networking and other Internet innovations, you’re falling behind. Where are your customers now? Where are they heading and what are you doing about their current and future direction.
Disruptive technologies and innovation have a tendency to turn many industries upside down. Make sure you go along for the ride instead of going down for the count like the newspaper industry.
