What I Learned This Year #26: John Gilbert

Recently, the good people over at The Egotist asked me to participate in this wild idea centered around "What I've learned in 2010." My initial reaction was, "Ahh snap, I hate writing." But that's not entirely true. I'm just really bad with the words. So bear with me for a little bit as I expound some large words that I recently googled for your pleasure.

I'm not sure what the others are going to write or create, but I have honestly learned a lot in the last year. The last couple of years have not been easy. Probably some of the most difficult times happened in 2009, but they lead to a lot of good things in 2010. I've learned to appreciate the business side of life a lot more. Learned to love technology all over again. And learned what perseverance really means. It's with these things in mind that I throw down the heady thoughts below.

In the past year, I've learned to appreciate this little self concocted theory about the expansion of knowledge in the digital space. I'm not talking about Moore's Law or Singularity but something a little different.

It's pretty simple. As technology has expanded, so has general understanding and use. General use has driven your everyday dude to become a Social Media Expert, Digital Strategist or [Insert Other Buzzword] Expert. For me, it has all lead up to a plateau, not driven by stagnation in technology, but by the increase in technological awareness in the everyday "Super Admin." Crazy, huh? Not so much, but it's had a huge affect on me as a digital whatever-you-want-to-call-me. To me, it means that the separation between client and advertiser is closer than ever before – but that startups have it figured out better than either of us. And we can learn a lot from them.

The little graphic below kinda sums up my general assumption. Here is a quick breakdown. In the early 2000s, there was a ton of innovation and experimentation around technologies like flash, admin systems, and development languages. While this is still the case, but in many different forms, the progress of social media, mobile development and user experience is paving a new direction. The separation of technical understanding was vast and now it's a lot closer.

The big take away from last year is this: Think Like a Startup.

1. Focus: Startups pivot, they're scrappy, they're working to make something of nothing, they prove their ideas and iterate fast.

2. Execution Matters: Again with the startups. The great ones execute an idea flawlessly. They are fast but dedicated to the user and outcome. They have mastered ROI and a strategy for success in their business.

3. Embrace Innovation: Your competition is no longer the agency down the road. It's the student with the balls and naivety (or brilliance) that is making the next search engine in his dorm room. He doesn't have a dream of joining your agency. He has a dream of changing the world with his application and finding a pot of money at the end of the rainbow. Agencies need to get back to embracing innovation like a startup. Invest in something different. Go out on a limb and build something with crazy javascript and HTML 5. Do it different. I feel that we need to take a lesson from Google.

4. Think and Do: Good ideas can come from anywhere. Don't just rely on your dashing good looks or a formula for strategic proposals. Think and Do. Get your hands dirty and get in there. I have had some of the most fun in the last year building and developing out some quick ideas for a pitch or for research. R&D is something to not lose site of when looking at your billable hours. Don't be ruled by the timeclock.

5. Take Risks: When someone has a good idea, don't just shove it off because it's not in the wireframes. Give it a shot. You never know where success can be found. It could be right under your nose but you're too stubborn (like me) to see it because your looking at the job in front of you through the eyes of a manager not an innovator.

Finally. I love this quote from Gareth Kay: “Create ideas that can be advertised as opposed to advertising ideas.”

Here are some resources I've learned to use in the last year to stay up on progressive ideas:

1. I listen to these podcasts:
- www.thisweekin.com/thisweekin-startups/
- www.thisweekin.com/thisweekin-venture-capital/
- www.twit.tv/twit

2. I read these blogs
- www.avc.com/
- www.bothsidesofthetable.com/

3. I follow too many people to mention on twitter. Check out the people I follow @lednine and check out these lists by Robert Scoble:
- www.twitter.com/Scobleizer/tech-startups
- www.twitter.com/Scobleizer/weapons-for-entrepreneurs