Tuesday, December 02, 2008
Yotta Tweak - The Mother Of All Tweaks
There are generally two accepted types of planners - the ad tweakers and the big idea thinkers. Alledgely one comes up with orginial thinking the other moves place settings around. The thinkers are held in high regard and the tweakers derided.
But I think the tweakers will be the winners.
We are a recombinant culture, we take other peoples stuff, add to it, change it and tweak it. Black Swan theory focuses on maximising tinkering and recognising opportunities when they present themselves. Google have an aggressive trial and error process and Tim O'Reilly coined perpetual beta. All give rise to the the phenomenon of the yotta tweak. The one, often small, thing that once changed that cause disproportionate impact.
Thought prompted and phrase coined by Nick F more on Dont Tell My Mum and finally i get to use this image.
Tags: planners tweakers yotta tweak future of ad planning giles rhys jones