I do not need a drill
I do not need a drill.
I need a hole in the wall
My neighbour has a bicycle
Innovate or die. It seems like advertising industry has been living in the shadow of this mantra for the last fifteen year. Long gone are days of advertising as as usual, and more adept agencies and clients alike have been in constant reinvention mode, trying to adapt their business to the Fear Factor that consumer behavior has become.
It all started with nerds sharing code. It continued with people sharing content ranging from the latest news to the most intimate moments of their lives (just look at Secret. Actually, don’t). Now micro-entrepreneurs, who are just like us, are now sharing property, possessions, skills and knowledge.
It sounds like an amazing thing. Except that, if you are a brand in the business of creating all of those things, it is actually not. It is dangerously close to pure panic of being squeezed out of business by virtually anyone describing their model as “AirBnB for X.” And with good reason.