“This part of the world”Posted: June 23, 2011
“I am not sure it will work in this part of the world…”
The next time I hear this comment, again, I may commit an offense.
An offense I will enjoy so much.
An offense that will relieve this built up frustration I have been accumulating for a while now.
“This part of the world’ is not a ‘location’ anymore…it has become an ‘excuse’.
An excuse for people not to push the limits of creativity…
An excuse for complacency and copycats…
An excuse to cover mediocrity…
An excuse to accept facts and stop fighting for what we believe in…
An excuse that is tagging us and our region as ‘boring followers’.
The communication world has evolved but we’re somehow stuck a decade ago.
I look around and everyone “seems” to be embracing change and preaching right left and center about the need to evolve.
And with the sudden proliferation of self-proclaimed ‘Social Media’ experts you would think this region should be at top levels of innovation.
But the reality is different.
What we are seeing beyond conventional media is copies of ideas developed abroad… years ago! Be it piano stairs, airport flash mobs, 3D mapping…and the list goes on and on.
And what worries me the most is that the culprits are so oblivious to this reality that they shamelessly brag, tag, like, share and Tweet their “original” ideas…
What went wrong?
What is stopping us from innovating?
Why aren’t we leading on big ideas?
Why are we importing rather than exporting?
Why the mediocrity?
What is stopping our creative minds to push the limits beyond comfort zones?
Is it the lack of time?
Are we too involved in day-to-day briefs and always anxious to meet deadlines?
Is it the client or the limitations he sets?
Is it the lack of expertise or knowledge?
I don’t think so. These are excuses mediocre people hide behind to cover the absence of genius.
It’s rather a ‘state of mind’ issue. This is where change needs to happen.
What we lack is continuous dreamers, researchers, untamed spirits, brave people who push boundaries and always try to understand how things work.
These days, we can afford to dream. Almost everything can be done. Technology has become so awesome that no excuses are allowed.
And this region doesn’t lack dreamers… They just lack proper guidance…and Inspiration.
In a world dominated by “dinosaurs”, how can untamed minds flourish?
Creative mentors have been around for so long now. And they’re so self absorbed in their TVCs, Prints, Lynx, Cannes, Crystals, Egos that it’s directly affecting and reshaping fresh minds.
When out of the top 10 ‘most influencers’ media persons of the year, one or two (and I owe them respect) are under 50, how do you expect an effective metamorphosis?
Dinosaurs…take a step back. It’s not about you changing or adapting anymore. Its about giving way to fresh new blood. Untamed minds. Let new ‘states of minds” flourish.
Young creatives. Look at what’s out there. Not to copy, but to get inspired.
Learn new techniques. Hang out with true Social media experts (best way to do it is online).
Challenge your clients. They will love that.
Challenge your agency. They might not love that, but keep doing it.
Be brave. Understand. Fight. Convince.
And you can do that alone. What matters is to have the right state of mind. and you don’t need ageing mentors for that.
Your audience has taken the reigns of things.
They are your judges, and they are mean.
They want to be surprised in every single possible way.
Your audience is in touch with the world. They’ve seen Piano stairs, Flashmobs and 3D mapping.
They’re difficult to impress. They want something new.
Your audience is speaking out loud. They are shaping their countries, their worlds.
She is driving.
They are doing things they never thought of doing few years back.
They are redefining ‘This part of the world”.
…and start doing things you never thought you could do few years back.
It’s your opportunity to turn ‘This part of the world’ from an ‘excuse to mediocrity’, to a ‘synonym of Inspiration and greatness’.
You have no excuses.