20/20 Vision

We are once again in an internet swirl. The current is pulling strongly towards… who knows where? It feels like Ulysses facing the Chimera or maybe the Sirens. Einstein and Hitchcock have weighed in – see the last two weeks of memos – now let’s hear from Brazil. You think the world would have learned, but Wall Street is a big mouth to feed and is known to grow its own food, if you get my drift…So here we are once again. Everything digital is new and exciting, and everything else is old and dead. Or is it?

That tug is strong, really strong, and those Sirens? If we weren’t tied to the mast, who knows what we’d do? The allure of getting on the “it’s all changed” bandwagon is strong, but here is the rub – if our thinking doesn’t change and change radically, then all the technology in the world makes no real difference anyway.

Then I saw the quote, and it put it all in perspective:

“Things don’t change. You change your way of looking, that’s all.”

Carlos Castaneda

And there you are. That is our business model. For our clients, we need to be the new eyes – both the microscope and the telescope, the fun house mirrors, the filters and the sunglasses, – you get the point. We need to tilt the globe, check the viewfinder and let our imagines go wild. Only then will we really make change work for ourselves and our clients.

Think about all the examples we have looked at, from music to books to food shopping to transportation to you name it. Open your eyes, pretend that you are seeing it for the first time and then compare notes with yourself. See where you go…

Remember to win. We don’t have to worry if things change or not. We just have to make sure to look at their impact in new ways.

Bottom line, take off those lens caps, polish those mirrors and don’t be afraid to wear glasses. Whatever works…

Correct shots at my request for the David Ogilvy quote were from Peter Law-Gisiko, Joel Barad, Lionel Gomez, Joaquin Santos-Suarez, and Mary Ellen Maloney. And the quote, from “Confessions of an Advertising Man”, in its non sexist and fully gender sensitive self, is: “The consumer isn’t a moron; she is your wife.” Don’t insult her intelligence.

Another comment comes from Keren Perry-Shamir from New York, who says, ” This brings to mind the thought that if TV is opium for the masses, will it ever go away? It might change and morph and become many different things, but hasn’t it become as essential as religion (the original opium for the masses)? Has the internet become the new opium? Is it just another adjustment of our habits to the advancements of technology?”

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