I touched on this a bit yesterday, but I wanted to talk a little more about the idea of constantly chasing “what’s next”.
It comes up at every conference session, in every customer or client meeting. Folks asking “Who’s the next Chris Brogan or Gary Vaynerchuck?” or “What’s the next Twitter or Facebook?”
My answer is two-fold.
1. Who Cares?
What’s next is really irrelevant until you have a grasp on what’s now. I personally think that always chasing the next thing is a bit of a copout, a way of dodging the need to master the things we already have in front of us. Being first to something allows you to be sloppy. To not answer to much because “it’s too new to say”. To screw up, to scratch the surface and blame the tool or the platform if things don’t go as planned.
Mastery takes a different kind of discipline. It requires a deep dive beyond the surface uses of technologies like Twitter, into their implications for things like hyper-local data, laser-focused audience targeting, infographics. Most of us look at Twitter and see chatter. But there is MUCH, much more to such things. Don’t believe me? Share a bit of Chris Penn’s brain sometime and be surprised.
Mastery requires looking at familiar capabilities – even like email or advertising – and breaking the mold. There are a finite number of technological mechanisms behind any of these things, and a finite number of applications: communication, customer service, information publishing, et cetera.
What eventually sets things on their ears is people who take the same ingredients and not only create new recipes, but actually get the hell in the kitchen and cook something with them.
(Note to futurists and tech nerds: I get what you’re up to. Predicting and such is part of your gig. That’s what we have you for. Carry on.)
2. Replication Rarely Wins.
There is only one Chris Brogan, and you can’t be him. You can’t be Arianna Huffington either, or Seth Godin, or Gary Vaynerchuck, or Twitter, or Foursquare. You can only be what you are. They’ve already cornered the market on them and what they do.
Can you borrow ideas, inspiration, or build on what those people and businesses have done? Do something related but distinct? Sure. But imitation in business is NOT the sincerest form of flattery, it’s a sure-fire ticket to second place. Google won not because they just tried to be Yahoo, they took the idea of owning the world of search and reframed it, retooled it, and reinvented it completely.
It’s tempting to take an idea that has visible traction and just try to replicate it in hopes of capitalizing on the concept. But knock-offs are visible from a mile away, and just by being so, they have a certain aftertaste that’s unmistakable. And they rarely endure. There’s a reason we want to own the genuine Gucci, not the similarly-designed secondary brand that tries so hard to look like a Gucci bag.
Instead of asking yourself who the next Gary is, try asking yourself what the next undiscovered, unspoken ideas are. What hasn’t been said, or built upon. What are you doing now that you could do even better than you’ve done in the past.
YOU are every bit as capable of delivering something uniquely valuable that can stand distinctly on it’s own without having to try and copy off of someone else’s paper, or constantly hop from thing to thing in hopes that one of them will be serendipitously a winner for you.
Now Still Counts.
What you’re doing now matters. It’s likely not perfect, which means you have work to do right there. What’s next isn’t necessarily better, just different.
Am I suggesting you shouldn’t pay attention to emerging ideas, technologies, trends? Hell no. A strong business is an adaptable and nimble one, and yes, things change on a dime sometimes. Awareness is prudent. But there’s a large difference between taking advantage of the new in order to improve your now, and chasing what’s next because you’re not sure what to do with what you have.
So please don’t ask me anymore what the next big thing is or who’s going to be the next rockstar. There are plenty of people speculating on that, and I don’t particularly care.
What I’m going to ask you instead: What’s your next move to master the arsenal you’ve built and build the future that’s yours to own?
image credit: Frogman!
Amber,
I don’t know why, or how…but you somehow have a direct line into my brain. I had this conversation YESTERDAY. Very weird, but cool.
Good work…I love this post. 🙂
Jen
.-= Jen Wojcik´s last blog ..Twitter Weekly Updates for 2010-03-21 =-.
Amber,
I don’t know why, or how…but you somehow have a direct line into my brain. I had this conversation YESTERDAY. Very weird, but cool.
Good work…I love this post. 🙂
Jen
.-= Jen Wojcik´s last blog ..Twitter Weekly Updates for 2010-03-21 =-.
Well put, Amber. You hit the nail on the head.
If you have a strategy and a plan laid out, you can adapt to whatever tools are out there. Twitter and Facebook probably won’t be around forever, but the need to communicate will always be.
So what am I doing? Trying to figure out how to best represent our brand in the mix. It’s a work in process, but worth every second spent on the effort. We have to find our own voice out there and not just do what “everyone” else is doing.
.-= Elmer Boutin´s last blog ..One Reason Not To Link Your Twitter Feed to Facebook =-.
Well put, Amber. You hit the nail on the head.
If you have a strategy and a plan laid out, you can adapt to whatever tools are out there. Twitter and Facebook probably won’t be around forever, but the need to communicate will always be.
So what am I doing? Trying to figure out how to best represent our brand in the mix. It’s a work in process, but worth every second spent on the effort. We have to find our own voice out there and not just do what “everyone” else is doing.
.-= Elmer Boutin´s last blog ..One Reason Not To Link Your Twitter Feed to Facebook =-.
I definitely have that “Jack of all trades, master of none” mentality when it comes to learning new things. It’s so much easier to just know enough to be somewhat successful (in your own mind). And, if you happen to fail, it’s that much more easier to blame the object (instead of yourself). It’s going to be a hard shift to change my thinking to actually follow through and really “master” something… it’s all part of the growing process and a constant struggle for sure. As long as I stay true to me, and not try to be someone else, I’m sure I’ll be fine. Thanks for post!
I definitely have that “Jack of all trades, master of none” mentality when it comes to learning new things. It’s so much easier to just know enough to be somewhat successful (in your own mind). And, if you happen to fail, it’s that much more easier to blame the object (instead of yourself). It’s going to be a hard shift to change my thinking to actually follow through and really “master” something… it’s all part of the growing process and a constant struggle for sure. As long as I stay true to me, and not try to be someone else, I’m sure I’ll be fine. Thanks for post!
Good call Amber. I rant about this too, and I’ll go you one deeper. People don’t know what they know now, and they certainly don’t know history. It pisses me off how our leaders lead us into the same quagmires over and over. Why not try thinking about how what we’re doing now (and in the future) relates to what we’ve already done? We might actually learn something.
Good call Amber. I rant about this too, and I’ll go you one deeper. People don’t know what they know now, and they certainly don’t know history. It pisses me off how our leaders lead us into the same quagmires over and over. Why not try thinking about how what we’re doing now (and in the future) relates to what we’ve already done? We might actually learn something.
Great insight. It definitely takes a lot more discipline to master what you have in front of you than to always run after the latest trend.
What caught my attention the most is your point on replication. You are right on. Seth Godin touches on this a bit on his book Linchpin, which is a thought provoking book, by calling all of us to be artists and share the art that only we can produce.
Great insight. It definitely takes a lot more discipline to master what you have in front of you than to always run after the latest trend.
What caught my attention the most is your point on replication. You are right on. Seth Godin touches on this a bit on his book Linchpin, which is a thought provoking book, by calling all of us to be artists and share the art that only we can produce.
People keep trying to change the game. The reality is, you can succeed online now just as you would 10 years ago. Build a loyal audience of people who like you, figure out the most efficient way to contact them, and then try to sell them something. It’s not rocket science.
The problem is, most people don’t want to put forth any effort. Instead, they look to imitate the top-tier people with hope of riding in their wake. Or, they pontificate about the future with hopes of being right so they can say, “I’m an expert. I predicted that.”
/rant off.
.-= Derek´s last blog ..3 More Ways to Increase Customer Satisfaction =-.
People keep trying to change the game. The reality is, you can succeed online now just as you would 10 years ago. Build a loyal audience of people who like you, figure out the most efficient way to contact them, and then try to sell them something. It’s not rocket science.
The problem is, most people don’t want to put forth any effort. Instead, they look to imitate the top-tier people with hope of riding in their wake. Or, they pontificate about the future with hopes of being right so they can say, “I’m an expert. I predicted that.”
/rant off.
.-= Derek´s last blog ..3 More Ways to Increase Customer Satisfaction =-.
Amber:
My greatest SxSW regret is that we somehow failed to connect. Shame on me (us?). But at least I can connect with you here (and make sure you do look me up when in Boston.) This is a terrific post. Across every endeavor there is the desire to be like someone else. It’s a path to mediocrity. In fact, it’s best that people don’t even read or follow some of the most popular. Better to play, experiment, try things on their own. Take chances. Float stuff out there. See what sticks. Whether inventing a new product or just making content. Chances are pretty good that those who’ve created what is didn’t really know they’d become the next thing. They just set goals, had high standards, did what they loved and never gave up. Glad I stopped by.
.-= edward boches´s last blog ..A social media presentation with a barcode attached =-.
Amber:
My greatest SxSW regret is that we somehow failed to connect. Shame on me (us?). But at least I can connect with you here (and make sure you do look me up when in Boston.) This is a terrific post. Across every endeavor there is the desire to be like someone else. It’s a path to mediocrity. In fact, it’s best that people don’t even read or follow some of the most popular. Better to play, experiment, try things on their own. Take chances. Float stuff out there. See what sticks. Whether inventing a new product or just making content. Chances are pretty good that those who’ve created what is didn’t really know they’d become the next thing. They just set goals, had high standards, did what they loved and never gave up. Glad I stopped by.
.-= edward boches´s last blog ..A social media presentation with a barcode attached =-.
Hey Amber,
I disagree with your point that Replication Rarely Wins.
Many companies succeed by ‘replicate’ products, for example, Sony was/is notorious in Japan for taking others products and then finding ways to get it to market faster, cheaper or in new areas.
Microsoft didn’t come up with the Office suite, Corel did but were clueless with the marketing. IBM had Lotus 123 and blew that too.
On the web, many wannabe bloggers have carved out moderately successful careers regurgitating C Brogan’s best bits (sounds painful, doesn’t it?) and passing them off as their own. I don’t care. I don’t want to be them.
We can flatter ourselves and think that customers really care about us – they don’t. They want problems solved now. The winner is the one that’s there to do it… whenever the opportunity arises.
Ivan
Hey Amber,
I disagree with your point that Replication Rarely Wins.
Many companies succeed by ‘replicate’ products, for example, Sony was/is notorious in Japan for taking others products and then finding ways to get it to market faster, cheaper or in new areas.
Microsoft didn’t come up with the Office suite, Corel did but were clueless with the marketing. IBM had Lotus 123 and blew that too.
On the web, many wannabe bloggers have carved out moderately successful careers regurgitating C Brogan’s best bits (sounds painful, doesn’t it?) and passing them off as their own. I don’t care. I don’t want to be them.
We can flatter ourselves and think that customers really care about us – they don’t. They want problems solved now. The winner is the one that’s there to do it… whenever the opportunity arises.
Ivan
what next my blog content, I have no inspiration at all. maybe I’m still thinking about :
“who cares is a duplicate or original article?”
.-= rososusilo´s last blog ..How To Find True Friends In Twitter =-.
what next my blog content, I have no inspiration at all. maybe I’m still thinking about :
“who cares is a duplicate or original article?”
.-= rososusilo´s last blog ..How To Find True Friends In Twitter =-.
Amber — very well said. Asking “what’s next?” means asking “who should I follow?”. To figure out your future, you must eventually stop looking for “inspiration” and look inward, nowhere else.
Sheila Averbuch — ENN
Amber — very well said. Asking “what’s next?” means asking “who should I follow?”. To figure out your future, you must eventually stop looking for “inspiration” and look inward, nowhere else.
Sheila Averbuch — ENN
Well said!
I especially like, “Mastery requires looking at familiar capabilities – even like email or advertising – and breaking the mold. ”
It’s like how an artist will start by trying to replicate the masters; That is just how they learn. But to make true art you have to move far beyond that. You have to be unique, work really hard, and focus on what you can offer that is different.
We also touched on the “next best thing” topic on the eROI agency blog:
http://welikeitfresh.com/2010/02/25/whats-in-your-web-marketing-cupboard/
Cheers!
.-= Verity Kent´s last blog ..Notes on SXSW Interactive =-.
Well said!
I especially like, “Mastery requires looking at familiar capabilities – even like email or advertising – and breaking the mold. ”
It’s like how an artist will start by trying to replicate the masters; That is just how they learn. But to make true art you have to move far beyond that. You have to be unique, work really hard, and focus on what you can offer that is different.
We also touched on the “next best thing” topic on the eROI agency blog:
http://welikeitfresh.com/2010/02/25/whats-in-your-web-marketing-cupboard/
Cheers!
.-= Verity Kent´s last blog ..Notes on SXSW Interactive =-.
This is wonderful food for thought, and a solid answer for that inevitable question (of “What’s next?”).
There’s a whole lot going on now that no one has gotten enough of a hold of to let it go, and start looking for what’s next. I’ve said it before, but there is more than 1 cutting edge. In terms of marketing, the ones us inside digital communication industries were on yesterday is most likely one the overwhelming majority of folks haven’t found yet… and therefore they don’t know how cool and powerful *what’s now* can be.
Further, the old “if you don’t know your past, you don’t know your future” adage is applicable here. As you alluded to, often what’s next is based on stuff that seems “mastered” right now. Dig in and learn, what’s next may start to present itself to you (which means you won’t have to ask someone else what it is).
Anyway — great post. Thanks for sharing.
@johnvlane
This is wonderful food for thought, and a solid answer for that inevitable question (of “What’s next?”).
There’s a whole lot going on now that no one has gotten enough of a hold of to let it go, and start looking for what’s next. I’ve said it before, but there is more than 1 cutting edge. In terms of marketing, the ones us inside digital communication industries were on yesterday is most likely one the overwhelming majority of folks haven’t found yet… and therefore they don’t know how cool and powerful *what’s now* can be.
Further, the old “if you don’t know your past, you don’t know your future” adage is applicable here. As you alluded to, often what’s next is based on stuff that seems “mastered” right now. Dig in and learn, what’s next may start to present itself to you (which means you won’t have to ask someone else what it is).
Anyway — great post. Thanks for sharing.
@johnvlane
So, what you’re saying is, we are unique, just like everybody else 🙂
.-= Matches Malone´s last blog ..3 New Things I Learned During This Year’s 168 Project =-.
So, what you’re saying is, we are unique, just like everybody else 🙂
.-= Matches Malone´s last blog ..3 New Things I Learned During This Year’s 168 Project =-.
I really like this post and some of the others. I do believe a lot of people need reality checks in the use and expectations of social media.
Glad to have stumbled across you.
Have a great weekend!
Cat
@theabcblog
I really like this post and some of the others. I do believe a lot of people need reality checks in the use and expectations of social media.
Glad to have stumbled across you.
Have a great weekend!
Cat
@theabcblog