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Wednesday, February 24, 2010
Woody Allen And The Dying Spirit Of Innovation
by Jaffer Ali
It was Woody Allen who said, "if you're not failing every
now and again, it's a sign you're not doing anything very
innovative." And he clearly knew his stuff. As a young
writer for Sid Caesar, he -- along with fellow comedy
cohorts like Mel Brooks, Carl Reiner and MASH's Larry
Gelbart -- created the most innovative environment in
the Golden Age of Television.
In theory, the Internet, too, was supposed to be a model
of innovation. But in reality, we instead find more and
more Internet businesses content to pursue that "most
sincere" form of flattery better known as imitation.
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Startups need funding, and funding means too many copycats
What drives the bus for most start ups is funding--not
innovation. To get funded, business planners incorporate
carefully crafted language that appears innovative, yet
purposely doesn't stray very far from models that have
already been funded. After YouTube, how many video
portals received significant funding? In the ad network
heyday, how many such networks got funded? Lead generation
businesses? Blogs? The list of copycat companies that
were funded is a mile long. The adage that "nothing
succeeds like success" may be the road to funding, but
it's certainly not the road to innovation.
Ironically, it may be the exact opposite of success that
leads to innovation -- namely failure. Newton's view of
physics gave way to a better model, only after it failed
to account for various phenomena. In other words, its
failure to describe light and subatomic reality led to
innovation.
Walt Disney reportedly declared bankruptcy twice before he
became a successful innovator. Nobody likes failure, but
the aphorism that "every dark cloud has a silver lining"
contains great truth if we can "successfully" reorient
ourselves to failure. We often fear failure so much that
we refuse to acknowledge it, let alone learn from it.
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From failure to innovation
If we don't recognize and embrace failure, we'll be
condemned to repeat it over and over. Case in point: Our
government budgeting process is a failed enterprise, but
until those responsible acknowledge its failure, we will
remain saddled with the same flawed premises and failed
processes that got us here.
And whereas failure in the public sphere may seem glaring
and obvious, it is less apparent in the private sector,
where self-interest trumps objective scrutiny. Fearing
the unknown, and with safety in numbers, online marketing
professionals would rather cling to an ad model that
clearly fails on so many levels. Indeed, our industry's
practiced ability to turn a blind eye to failure would be
the envy of any government bureaucrat.
The click-through rate for online display advertising has
suffered a precipitous slide from 5% to less than .1% in
just ten years, yet how many companies still rely on this
failed metric? Many herald pre-roll video commercials as
the salvation for online advertising. But pre-roll
proponents are exhibiting the same myopia as their banner
brethren. They can't see the failure forest for the self-
interest trees.
The sooner we admit failure, and the sooner we begin to
deliberately discard what doesn't work, the sooner we
we'll find ourselves on the road to innovation. It takes
courage to look failure in the eye. The key is not to be
the first one to blink.
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YOUR VIDEO SNACK BAR
Top Viewed Videos...
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