Friday, June 10, 2011
The theory of relativity.
At a dinner party, Einstein famously described his theory of relativity this way: “Put your hand on a hot stove for a minute, and it seems like an hour. Sit with a pretty girl for an hour, and it seems like a minute. That's relativity.”
It seems to me we have a serious relativity issue in our business. We don't understand, or recognize, the relative importance and value of the work we create. Depending on where you work, depending on the media in which you work, your agency can spend as many hours and as much people-power discussing the orientation of a scroll bar (should it be horizontal or vertical? I've yet to see a diagonal one) as it will mulling over a national television campaign.
Just as there is very little hierarchy on the web, there is, today, very little hierarchy within agencies. Everything seems equal.
What's really happening within our marketing communications infrastructure is we are having a format civil war, not that much different between the one we had a couple decades ago between VHS and Beta.
Both sides are fighting tooth and nail, propagating the superiority of their world. They disparage the other. They inflate their own importance. There is no honesty, no real sense of relativity.
Posted by George Tannenbaum at 6:30 AM