Friday, November 07, 2008

The Black Swan Agency

I am on the plane back from Customer Futures Exec Council in Johannesburg presenting on the state of the South African digital marketplace. I just been reading  The Black Swan: The Impact of the Highly Improbablea book about randomness and uncertainty by epistemologist Nassim Nicholas Taleb. 

I found a nice quote; " almost no discovery, no technologies of note, came from design and planning...focus on maximising tinkering and recognising opportunities when they present themselves... aggressive trial and error"

Great advice for a comms agency and some thing the smaller players and start ups seem to do as a matter of course.  So how do the networks build a Black Swan agency process and way of thinking, avoiding the robotic approach but empowering and respecting the commonsense of the employee.

More Mr. T shaped people for a start, a skill & will cull for another, maybe abit of the floating fiver for another (another post for another day) and a good chunk of innovation and risk marketing. Finish off with lashings of black book conducting.



adolfo said...

Last year, the Internet was the fastest growing advertising medium in the US Companies increased Internet advertising spending by 39% over the year before.The choice to make it exclusive, the undeniable marketing story of seeing the 100 year of Interactive Marketing Trends.

Giles Rhys Jones said...

agree - globally digital is growing at around 24% vs all other media which are in single digit. thanks for the comment.

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