Posts Tagged ‘Age of Discovery’
Humans throughout eternity have yearned for the horizon, been fascinated at the inner workings of the tiniest motes or simply striven to to articulate a better, more elaborate or possibly more simple story to convey their experience of the world unfolding around them.
Books, maps and the written word gave this movement for more much. The ability to share, learn and build on the ideas of others became possible and then prevalent.
Technology has continued to play a driving role, allowing humans to delve ever deeper into the world around them.
What does all this mean for strategic communications? I hear all who have waded through the florid sentences above protest.
Immense technology is now in the hands of the individual in all developed markets and many developing ones. In this brave new world considered thought or intellectual prowess are no longer the tickets of admission, it seems now that the whole world is embarked on a new age of discovery, one where it is no longer enough to discover. Many individuals display behaviours around the acquisition of social capital, a new form of value ripped from finding the best, the newest, the most authentic and sharing it with your circle(s).
As brands, how are you making your story discoverable? It’s no longer enough to buy your way in front of an audience, the value of finding a story is diminished if it feels like it has been placed there, and how do you encourage sharing and make it as easy as possible, without it seeming as though it was built to be that way.
These are the questions that keep me up at night.