Here's the second half of an important interview on Mark Ramsey's blog. (Find part 1 here.)
Clark Kokich is the chairman of Razorfish, the well-known international digital agency. He is also the author of a fabulous new book called Do or Die. Clark is at the forefront of the digital revolution and his perspective on the direction of advertising and marketing will have huge sway over radio’s future. Read this. And share it with your peers.
What follows is an abbreviated transcript of our chat….Part 2…
What’s the best way for someone in the media business who wants to put these pieces together to “do”? What’s the best way for them to approach this process from the beginning?
I think the way to do this is with a design thinking approach, which would not be sitting down to do a traditional strategy analysis, but to really focus on the listeners or the viewers: How are they spending their time, what are they doing, what are the gaps in their information and their knowledge?
Then look for ideas from everyone in your organization. Ideas may come from your technology group, from your advertising group, from your news group, who knows.
But you really need to focus on your viewers or listeners out there and recognize that they’re redefining the way that they interact with media.
We have all these new technologies….Let’s really cast a wide net and figure out what can we do that’s never been done before, what can we do that’s better than Pandora. Let’s not call Pandora and see if we can do a partnership, let’s figure out what are the flaws in that model and what could we do better. And it really is a matter of creative thinking and problem solving based on what the viewer or the listener wants, not what we do now.