We are lucky enough to be living in an era that’s constantly pushing itself. We can eat from our favourite restaurants without leaving the living room, see where our taxi is on our journey, and carry our calendar, calculator, wallets, cameras, map and music in our back pocket.
But these realities sprouted from ideas from forward-thinking people. Gutsy, ruthless people that had a desire to push the boundaries of technology and act upon our wildest requests.
Unfortunately, a huge majority of business owners, although keen on growth and progression, fail to recognise the ever-changing, demanding technological landscape that shapes our current society. Nokia are exploring 5G connectivity. The Finnish brand are challenging the comfortable 4G technology we were all just settling into and nudging mobile capabilities forward, first.
Similarly, in the last six months, Google has released the Pixel smartphone to compete with Apple’s iPhone, introduced ‘Google Home’ to compete with Amazon’s recent ‘Echo’ and are slowly shifting an aspect of their focus onto artificial intelligence. It is these brands disrupting the market, which fuels the fire for their competitors and creates the exciting, fast-paced race to be the first and the best that we get to see from behind our computer screens.
The savvy giants grabbing our full attention in the recent years, like Airbnb, Uber and Deliveroo do what many smaller business owners don’t recognise as important. They’re not just keeping up with trends, they are creating them, creatively converting drunken student ideas into viable and successful businesses, with the branding to match.
I recently went to a talk by Allister Frost, the former Head of Digital Marketing for Microsoft and he covered this exact issue. He had often come across businesses not only lacking the drive for progression but who also failed to even see that this was a hindrance. They were adamant that there was no need to challenge the norms of their industry and got overtaken by their competitors because of it.
Working in the creative industry means you’re going to be scrutinised for pretty much everything you do. The world of creative agencies is competitive, and a successful one strives for diversity, challenges competitors and is always looking for ways to catch your eye and make their mark.
So thank you to the disruptors, for teaching us the full meaning of progression, motivating us to move forward, and inspiring us to confront the market.
By Adriana Scala, digital marketing analyst at Neptik
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