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Wednesday, June 23, 2010
What's My Job?
By Jaffer Ali
A house must be built on solid foundations if it is to
last. The same principle applies to man, otherwise he
too will sink back into the soft ground and become
swallowed up by the world of illusion.
--Sai Baba, Spiritual Figure & Educator
On a discussion list I belong to, the topic of marketing
on Twitter, and specifically big-box retail tweeters, came
up. I questioned the virtue of ads or relevance of retail
Twitter accounts in general and was taken to task by a
couple of very smart folks.
The common refrain seemed to be that it's too early to know
which technologies, which platforms, which new, "new thing"
will emerge from obscurity to viability. My friend Bill
McCloskey suggests that it may be too early in the game to
discount certain technologies.
I thought a lot about this over the past few days. Where
does illusion begin and reality end? I believe in dreaming,
but try to do so with my eyes open. That way it becomes
easier to actually make those dreams come true.
Being an entrepreneur in an ever changing and fast moving
environment requires a lot of self-analysis. A lot of
energy and resources can be invested in ignorance or
illusions. With so MANY opportunities having crossed my
desk over the years, it has finally occurred to me that
my real job is to find the line between illusion and
reality represented in those "opportunities".
Executives place bets every day. We decide where to invest
our time, energy, emotion and resources. But these "invest-
ments" are all gambles with shifting odds. Will mobile
video on a 2" screen take off? How about iPad apps? Tweet-
ing a daily deal? Facebook apps? How about behavioral
targeting?
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The list of potential platforms and technologies is grow-
ing at a dizzying pace, rendering it practically impossible
to consider, let alone pursue every opportunity. I ran
into a founding father quotation the other day and it hit
me like a slap in the face because it spoke to what my job
is as the CEO of Vidsense:
It is natural for man to indulge in the illusions of
hope. We are apt to shut our eyes against a painful
truth, and listen to the song of that siren till she
transforms us into beasts... For my part, whatever
anguish of spirit it may cost, I am willing to know
the whole truth, to know the worst, and to provide
for it.
--Patrick Henry
My job is not to indulge myself in the illusion of hope.
Without a doubt, our challenges as key executives are more
complex than ever. Plotting the illusion curve against the
reality curve is daunting. But we can't and shouldn't
ignore the deep connection between illusion and pleasure ?
a nexus that philosophers and psychologists have long
understood - that teaches us that placing illusion front
and center in the pursuit of ephemeral gratification is
nothing more than selfish vanity, and no way to run a
company.
Ever mindful of this, I begin each day by reminding myself
of what I don't know. This takes a tremendous amount of
time because the older I get, the less I know. But it is
precisely as the result of this purposeful self-examination
that I am able to determine how and where my time and
energy can best serve my company and me.
It has taken me many years to discover what my real job
is. I hope this helps others arrive at the same conclusion
more quickly and easily.
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