The power of creativity and purpose: predictions for what's in store for 2018
In the business world, the advent of game-changing e-commerce platforms has made it easy to focus primarily on tech. BUT in the world we live in – the world of building brands and giving clients a competitive advantage through distinctive creative platforms and ideas – it is the power of creativity that defines the multiple returns on clients’ investments when done right. Technology plays a fundamental role in finding better insights, better ways to engage, better pricing, better value. But it is through creativity that we find a story, voice and identity to stand out and add value in a swamped marketplace. Creativity is the ultimate multiplier; it’s where the magic is. Creativity is still essential to create genuinely enduring brands.
This year, the push value will help re-center the debate again on building brands, the power of real creativity and the need for a brand to invest more in itself.
Purpose has undoubtedly been a hot topic in the marketing world in recent years. Simply put, companies with a soul are going to win. That’s why passionate upstarts are disrupting so many mature businesses. People want authenticity, and start-up founders come with that authenticity.
The talk is no longer enough. Hopefully, 2017 made us all better listeners, but 2018 can deliver the incremental action that will make both our professional and personal worlds better
Renowned drummer Steve Smith turns music into a visual art
If you’re a famous drummer, how do you turn drumming into an art form that people can buy, collect and hang on their wall?
Apparently, by recording your drumming with time-lapse photography. One of his canvasses, called “Improvisations, Endless Variations” represents what Smith describes as a “vocabulary I developed on drum sets each time I play, and I use that vocabulary to improvise something new and unique.”
Studying time-lapse photos also helps him refine his technique, he says.
This novel art form is sold with a lavish coffee table book on his work, which includes a write-up about the concept, style and feeling portrayed in each photo, with a vinyl LP of what’s being played.
Smith started drum lessons at age 9 and, as a teenager in the Boston area, he drew inspiration from big bands and marching bands and had access to jazz greats of the time, including Count Basie, Stan Kenton, Buddy Rich, Herbie Hancock and Miles Davis.
Smith, a recent inductee into the Rock and Roll Hall of Fame, is a widely noted jazz fusion percussionist, named No. 36 on the Rolling Stone magazine list of Top 100 Drummers of All Time.
Digital media companies are headed for a crash, Hearst Magazines president David Carey says
Media businesses need a “moat” to protect themselves, the president of Hearst Magazines, Carey explained — Hearst’s is its collection of influential and credible brands, such as Cosmopolitan. And it’s becoming clear that some cash-burning web publishers don’t have much protecting them from failure, he said.
“We reject this notion of ‘digital first,’ because we think that denigrates the core business. We think there’s a lot of money to be made in the print business.”
Carey’s no Luddite — he led Hearst’s flirtation with iPad magazines, and when that fizzled out, struck a partnership with Snap to get Cosmo and other magazines featured on Snapchat Discover, which he says now was an easy decision.
But he questioned the durability of digital media companies that have historically been reliant on advertising. To last, these companies would need at least 25 percent of their revenue to come from non-advertising sources such as live events, data or e-commerce.
“I’m reminded of one of the great scenes from ‘Toy Story,’” he added. “Buzz says he’s going to fly and Woody says, ‘No Buzz, that’s not flying, that’s falling with style.’ I think for some of these companies that have lost a huge amount of money, by going back to their investors, have been falling with style. In 2018, the rubber meets the road.”
Google figures out how to make people care about art: Selfies
Google’s art project got its start in 2011, as the side venture of an Android marketer named Amit Sood, who was devoting his “20 percent time” at the company to exploring how to make art more accessible online.
Sood initially approached 17 museums about collaborating on the project and later combined it with similar efforts inside Google. His group developed a robotic art camera that allows museums to make highly detailed images of their works and eventually enlisted over 1,500 museums in more than 70 countries. Two years ago, it introduced the smartphone app, which provides access to museums’ online collections, virtual reality tours and guides to artwork along particular themes, like black history and culture.
The “Search with your selfie” feature, introduced in December, started catching thanks in part to a BuzzFeed article and some old-fashioned internet virality. There was a nice irony to the rapid spread of art selfies across the web. Just as Facebook was pledging to move away from gaudy videos and streams of suffocating political commentary, here was Google coming to the rescue, giving everyone a reason to start posting pictures of themselves again.
“You need to find simple ways to get people interested in art,” he says. “The people who are already committed to learning about art are going to take the time to come to your museums, to learn the academic articles. They are going to do it anyway. But that is a tiny part of the population. If you want to reach people like me, or at least how I used to be before, you have to find a reason for them to want to engage.”
The future of human work is imagination, creativity, and strategy
It seems beyond debate: Technology is going to replace jobs, or, more precisely, the people holding those jobs. Few industries, if any, will be untouched.
McKinsey has been studying what kind of work is most adaptable to automation. Their findings so far seem to conclude that the more technical the work, the more technology can accomplish it. In other words, machines skew toward tactical applications.
On the other hand, work that requires a high degree of imagination, creative analysis, and strategic thinking is harder to automate. As McKinsey put it in a recent report: “The hardest activities to automate with currently available technologies are those that involve managing and developing people (9 percent automation potential) or that apply expertise to decision making, planning, or creative work (18 percent).” Computers are great at optimizing, but not so great at goal-setting. Or even using common sense.
Technology will replace some work, but it doesn’t have to replace the people who have done that work.
As Wise, the roboticist, emphasized, the technology itself is just a tool, one that leaders can use how they see fit. We can choose to use AI and other emerging technologies to replace human work, or we can choose to use them to augment it. “Your computer doesn’t unemploy you, your robot doesn’t unemploy you,” she said. “The companies that have those technologies make the social policies and set those social policies that change the workforce.”
SEARCH SPECIALIST STOCK
AGENCIES BY CATEGORY
Advertisements - Recent / Past
Aerial & Drone Photography
Alternative Healthcare & Culture
Animals - Domestic
Animals - Wild
Arctic & Antarctic
Art / Sculpture
Asia - Far East
Astronomy / Space
Australia & New Zealand
Backgrounds & Abstracts
Beaches & Coastline
Birds / Ornithology
Birth / Pregnancy
Boats & Ships
Building / Construction
Business & Finance
Cars / Marque / Commerical Vehicles
Cartoons / Caricatures
Children / Babies
Cities, States & Countries
Crime / Criminals
Drink - Wine / Spiritis / Soft
Europe / CentraL / Eastern (Former Soviet Union)
Festivals, Carnivals & Celebrations
Films / Television / Theatre
Fish / Fishing
Flowers / Foliage
Gardens & Gardening
Holidays / Tourism
Industry / Manufacturing
Interiors - contempory
Literature / Authors
Military (see also Naval);
Mountains & Mountaineering
Music - Classical
Music - Folk / Jazz / Blues
Mythology & Legends
Naval & Maritime
News - National
Occult & Paranormal
People / Personalities
Plants & Plant Life
Railways & Locomotives
Relationships / Emotions
Scenics / Landscapes
Science / Technology
Subscription Stock Photography
Wars & Conflicts