The Golden Age of Creativity

Ryan Berman // Jun 4 // Insights

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A 12 Step Program to Transforming The Digitally Drunk.
This morning I was fortunate enough to speak in Austin at ADMERICA – The American Advertising Federations national conference. The topic? ‘The Golden Age of Creativity".

Our moderator, Steve Lance (PS Insights, NYC), brought up the topic of marketers today being ‘Digital Drunk’.

It was a smart topic so I ran with it. In fact, I went a little too far with it. Since we’re defining it as an addiction, I took a little time to create and share a 12 Step Program to Transforming The Digitally Drunk.

Without further ado…
STEP 1:
Admit you have a problem.
You're overwhelmed and powerless without enough time, money or resources.
STEP 2:
Realize you're not alone.
Many marketers suffer from being both digitally drunk -- and device drunk.
STEP 3:
Accept you may be a CYA CMO.
It's not enough to just have Facebook, a microsite or twitter.
STEP 4:
Make amends that you need more than these mediums:
You have to have your story -- sober, straight and clean.
STEP 5:
Have faith.
Trust your team members and brand family. They're here to help.
STEP 6:
Muster the courage to ask for a larger budget.
We can do more, with more.
STEP 7:
Grant your team time.
Give them the time to land on a digestible soundbite, story line and sharing strategy.
STEP 8:
Believe.
Believe your team can and will execute a better digital ecosystem.
STEP 9:
Let go.
Allow for different parts of your story to stand alone in different mediums. And at different times. It shouldn't all go at once.
STEP 10:
Be at peace with handing your brand over to the community.
Accept the reality that 'Comments' by Anonymous' can and will hide behind their anonymous comments. You, however, cannot.
STEP 11:
Pick your spots when responding.
Respond responsibly and in moderation.
And finally STEP 12:
Share.
If you've come this far, make it effortless for people to spread the gospel, pay it forward and share. It's the final piece to program transformation.

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