Vol 2. No Way Back From Here
People.
On the 8th of December in Helsinki I will close the Communication Ideal Phase of the ‘Every Single One Of Us‘ movement. The deck is online, the book is on sale, the vision is out there.
I have presented and talked with thousands of people over the last 6 months and now is the time to build the road map of how we can move toward the vision.
One thing is for certain, there is no way back from here.
I predict that every single part of what the industry types call the ‘value chain’ will fundamentally change.
Why? Because never before had we dealt with media so deeply linked to the emotions of every single one of us.
Plus the actual ‘value chain’ looks like this:
1. Every single one of us
2. Everything else
We have been looking at things from the wrong way round.
Mobility devices are more than just media channels.
Mobility devices are totally and utterly unique to all other preceding media (see the master himself, Tomi Ahonen’s brilliant summation of this fact here – sources include the legendary Alan Moore, co-writer of Communities Dominate Brands).
So much so that I believe we can only approach this from a citizen perspective.
If we consider that the world we live in is more digital as each second passes, we should also consider how convenience drives the rise of mobility.
If we consider that the mobilized world requires a re-definition of advertising itself, we should also consider how to re-structure the media industry to act in accordance to the new environment.
Presently it does not. But that’s OK because we’re all in this together. Every single one of us.
We have a mission to accomplish. From the methodology of creating armies of fanatics through to the abolition of toleration, we need paths to follow. We collectively need guidance and a collaborative mentality.
There will be companies that succeed and companies that do not. If the people of the world win, then we all win. Because we are all people after-all.
Below is one of many comments that I have stored – all saying similar things.
Yes – we see the vision but how on earth do we get there?
THAT, is what we are doing next my friends and there is simply no way back from here.
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There is no single party that can ‘solve’ this. No single opinion that can guide this.
These cannot be only my thoughts – they must be ours.
If you would like to get involved more – just let me know. You can email me [at jonathanmacdonald [dotcom. Anytime.
I will store your mail and only use it to alert you when processes are in place.
The 1st thing will be, in my opinion, to learn.
From the 9th of December, the plan is to commence an intensive, comprehensive yet efficient research project on the entire landscape. From advertisers, media agencies, content platforms, operators and members of the public, the whole market will be investigated, audited and reported within the 1st two quarters of 2009.
All participants will be able to ask the questions and use the findings.
We will work with partners in the independant research space to map the facts, figures and opinions. We believe we need to do this to know exactly where we are starting from.
Under the banner of every single one of us, we will work alongside the people behind a recent audit of the market in the Netherlands, adding the stamp of every single one of us to the UK audit and then keep the momentum going across all other territories. This will be an on-going, yearly activity. A true barometer of the state of each nation.
In conjunction with the above, I will outreach to you for your opinions on what needs to be done in terms of actual change. Realistic change in phases that can actually happen.
There will be many baby steps and who knows, maybe a few giant leaps – but the hardest part of all will be to make the 1st step forward. The step afterward is always marginally easier as we will have momentum on our side.
We owe this to ourselves, we owe this to our companies, we owe this to the public, we owe this to every single one of us. We can make this work and we need to do this together.
No theory anymore. Just execution.
No way back from here.
