Random Thoughts :Random Thoughts Doug Poretz 2-25-09 Communications: Process, Industry, Trends


Qorvis :Qorvis Started with a totally different model: We don’t sell time We share (not silo) expertise Our reputation drove: More clients Better known clients Bigger budgets Great people More capabilities & wider scopes of work More growth More different.


So … Our Reputation Is Key :So … Our Reputation Is Key My Concern: How are we positioned to address / deal with / profit from the communications revolution? I Asked Around The Socratic Moment:


From Philosophy 101 :From Philosophy 101 “At last I went to the artisans, for I was conscious that I knew nothing at all, as I may say, and I was sure that they knew many fine things; and in this I was not mistaken, for they did know many things of which I was ignorant, and in this they certainly were wiser than I was. But I observed that even the good artisans fell into the same error as the poets; because they were good workmen they thought that they also knew all sorts of high matters, and this defect in them overshadowed their wisdom - therefore I asked myself on behalf of the oracle, whether I would like to be as I was, neither having their knowledge nor their ignorance, or like them in both; and I made answer to myself and the oracle that I was better off as I was.”


I Was Confused :I Was Confused A whole lot of people try to describe a house by looking into the window of one room: Know that room really really well Even see into some of the nearby rooms and know them fairly well But don’t understand the house. I needed tgo learn.


Here is what I’ve learned thus far.In no particular order. :Here is what I’ve learned thus far.In no particular order.


The Communications Business Is Based on 2 Fundamental Mistakes :The Communications Business Is Based on 2 Fundamental Mistakes Focused on time Focused on distribution channel rather than goal Knowledge Economy versus Manufacturing Economy Isn’t it ironic that the industry that is supposed to be smart and creative, isn’t?


“Hey! Here’s a great new drill!” :“Hey! Here’s a great new drill!” What response? “Oh … what can I build with that?” OR “This would be great next time I need to build a cabinet” ? Are you focused on the tool or the goal? If you wanted a cabinet built …


Communicating is NOT About the Distribution Channel. :Communicating is NOT About the Distribution Channel. It’s about achieving goals


I’m not worried about the demise of newspapers. :I’m not worried about the demise of newspapers. I’m worried about the demise of journalism. There will be consequences: Some very very good Some very very bad. “New Communications”


If a phrase can be shot … :If a phrase can be shot … We should use a bazooka on the phrase “new media.” It sets the focus on the distribution channel, which is NOT where the focus should be It sets a tension between new and old, and that is counterproductive


Marshall McLuhan was right about “the medium is the message.” :Marshall McLuhan was right about “the medium is the message.” Now it’s more accurate to say:“the message is the medium.” Because all media is dying.Especially the Internet.


The Death Of The Internet :The Death Of The Internet When something becomes ubiquitous it no longer exists Transistors Caller ID boxes Lint in the carpet Remember the phrase “I’m gonna go log on”? The Internet is becoming ubiquitous It is dying.


There is such a thing as an “Organic Message” … :There is such a thing as an “Organic Message” … … and if you can get that, you want it. It’s all aboutCONTENT


The Organic Message :The Organic Message Does a corporation exist? Yes How? As a concept – and only as a concept So concepts actually have existence? Yes Can you build a concept out of nothing? Yes


How? :How? Just Four Easy Steps.


The Four Components Of The Organic Message: :The Four Components Of The Organic Message: Frequency Compelling Intuitive Constant Relevancy Necessary to compete Hyper-credibility Relative especially to expectations Exist within a context.


That’s Powerful Stuff. :That’s Powerful Stuff.


And That’s Exactly What The World Needs. Powerful Stuff. :And That’s Exactly What The World Needs. Powerful Stuff.


So … if you have that power, and the world needs that power, you have to do 2 things. :So … if you have that power, and the world needs that power, you have to do 2 things.


BE BOLD. :BE BOLD.


BE STUPID. :BE STUPID.


Slide 23:Doug Poretzdporetz@qorvis.comwww.deathoftime.com