Why creative is now eating the world

For a while there software was indeed eating the world.

For the past 20 years all it took to get ahead was better technology. When we developed better software, the world would beat a path to our door. Venture capitalists would drown us in money. Private jets would fly us high.

Today? Not so much. We now live in an age of software parity. Once everything is written for a browser, there’s very little technological advantage to be had.

Nowadays it’s not uncommon to run into 50 different founding teams all trying to build a marketplace for gym trainers. Or 500 founding teams all trying re-invent marketing automation. Be assured the world doesn’t need, want or desire 500 new marketing automation software options on top of the 5,000 existing marketing automation software options. Especially when none can offer any real technological advantage. 

With no true technological advantage, founders and new brands (and old brands for that matter) are struggling to gain attention.

That’s why creative has become so important. Great creative attracts and holds attention. Especially when it weaves in great story.

Without great creative and great story that truly engages and resonates, no one has any reason to pay attention to any brand.

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