No Way Back From Here – The Audio Explanation (version 1)

Peggy Ann Salz who is one of my closest friends and possibly the nicest, most honest and trustworthy person is this industry has posted an article about something that happened last week at the IIR Mobile Content Conference….

For me, by the time the tape was rolling, my life had changed.

The 24 hours leading up to that had been crazy. There were all sorts of dramas happening and for one reason or another, I had what I can only describe as a ‘Jerry Maguire’ moment. No sleep + A Year Of Ranting = Some Form Of Enlightenment.

I dunno…

Two days before I had given a talk at the Future of Mobile, then the same thing at the IIR. This whole year I have been talking about The Communication Ideal but now…..on the 19th November….something had changed. Beyond belief.

It had been screaming out at me in my head but I had supressed it all so well I started to even be able to ignore it.

Something was telling me, begging me, urging me to change gears.

I had gone as far down the road with the vision as I could go for now. The book was written and selling well, the conferences had been rockin’ and the vision was out there.

….But as you hear me state at the top of this recording, all I was hearing was ‘what’s next?’

You also hear a public apology to Mark from Flirtomatic with whom I had a run in with at Oxford Uni.

In my ranting about the abolition of toleration, I had ignored and bad-mouthed services that find that people DO tolerate irrelevance and happily so. This, I now realise, was a mistake.

Why – because I should have been talking about how to make things as good as they could be rather than how to kill things that are not.

There are a few things in this recording that were brand new for me aswell as those listening at the conference…you can hear that all below.

What I also realised is that if people can actually SEE how stuff can work, they may want to DO something about it. We will, however, see many examples of traps in action which I blogged about ages ago..

In the recording below you will here what I blogged the following day here.

The audio track Peggy recorded starts with Tomi Ahonen. Check it out:

[audio:nowayback.mp3

  • Hi Jonathan
    I've just listened to your audio, it was great!
    I recently renewed my vows for my love of mobile content! For the last 2 years I have been lost in a small WPP company, trying with all my heart to make them listen to me about mobile content. - without too much success. I attended Scott Seaborns presentation at Canary Wharf back in the summer, which was quite interesting. But enough of the intro's and name dropping! I am really interested in joining the journey, once again. I got hung up 3 years or so ago with Flashlite content, but now realise that whilst this will offer exceptionally rich content, it may never be the complete solution, especially in the short term. However I strongly believe that all mobile advertising should be mobile content, ie branded content that will give the users a reward, or entertain them or inform them. I also want to pursue the marriage of printed publications with mobile content, and to fuel the love affair I will mix the 2 with mobile barcodes. I hope that in some way, in any way, I will be able to add something to our journey.
  • Dunno if you ever got the message but please do join us at: www.everysingleoneofus.com

    Would be great to see you soon.
  • Alistair you already have.

    Email me (at) jonathanmacdonald (dot) com and lets link up. There are not enough people like you and we should stick together my friend. Every single one of us.
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