Disrupt myself
Being so long in digital marketing industry, I keep asking myself what I am satisfied with at this point of my business. My answer is the same: “No, nothing much!”. The marketing scene is evolving quickly and getting more people to master the digital marketing knowledge, which is great! My FAQ from my lecturing class becomes more and more sophisticated. However, my work doesn’t. We all take the old money (or lesser) and do the same thing. When we all concern that the possibility artificial intelligence will replace our job, what we are doing now is insane. Because we repeat ourselves doing the same thing everyday.
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Agency model doesn’t make sense anymore. We make use of our knowledge to convince our clients we will do a better job, which is true back decades ago. However our knowledge doubles every 12 months, and soon to be every 12 hours (source). Everyone has a piece of knowledge everyday and anyone can learn anything from few clicks away. Left out the experience and company system factors, we are almost on the same level when new marketing service or tool emerges. We all learn together at the same time. It’s almost impossible to run a service business without edging on one side.
Are we actually doing a better job than anyone now? Machine can, if we train machine properly. Are we ready to be a good trainer of machine? In any domain of work, it seems reaching a turning point. Knowledge is growing too fast that human could hardly manage, but we are too scared to change. Leap or not, it’s a personal decision. My choice is to leap! Disrupt what we have and build something new. It would be really interesting. I make a hypothesis:
If we empower people to do things on their own then people will create new demands.
It stands, business evolved. So, I decide to hold no secret to anything we own. Organize and share the knowledge publicly soon. Let see whether we could turn out something interesting.
It is a reality show of business.
