Is strategy is a commodity?
Umair's latest law is the idea that creativity, not strategy, will be the critical-succes factor in the post-network economy:I think it is going to have to do with creativity. In a world where strategy is a commodity, creativity becomes the vital factor from which value flows. When everyone can think strategically about everything, the locus of value creation shifts from out-thinking everyone to out-creating them. The prime mover of value creation becomes putting the ability to create (goods, services, processes - even strategies) at the heart and soul of the firm. He's on the right track.
When responding to Lord Saatchi's article about the strange death of modern advertising in which he blames continuous partial attention (caused by the internet, of course) for the woes of agency networks and their lack of success, I suggested: Couldn't the problem be due to a general decline of creativity in advertising, especially in large shops? It isn't about simplicity and speed as Lord Saatchi suggests. It is about value and choice. More here.
Technorati Tags: 2.0, creativity, opinion
Friday, July 14, 2006
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