I was thumbing through old Quora posts and noticed I had made a ringing endorsement of Google Glass. “How could it not work?” The medical field alone would be enough to keep it an exciting new product. Wrong!
Many years ago I worked for McCann-Erickson, a top 3 advertising global agency. McCann handled Coca-Cola. They had just brought on a new creative director, Gordon Bowen, who stood before the entire NYC office in the grand ballroom of the Waldorf Astoria and he smilingly told us, “It’s Coke, how hard can it be.” It practically sells itself, he implied. Coke was gone within the year to a group called Creative Artists. A west coast talent agency.
So here’s one for the prognosticators. Expect to be wrong. Even when you know you are right. Don’t be paranoid, but keep an eye toward the future knowing there are no absolutes.
I love to position myself as a beyond the dashboard planner. It’s where, I believe, the successful marketers need to play. But you get a black eye every now and again. Expect it. Learn from it. Parlay it.