BE­LOW THE SUR­FACE

The Insider - - INSIGHTS -

Most of my pre­dic­tions fall into two over­rid­ing themes: Con­tin­ual Dis­rup­tion Peo­ple-Cen­tric Pub­lish­ing Dis­rup­tion isn’t a one-time blip in the radar of our evo­lu­tion, but a cat­a­lyst that con­tin­ues to ac­cel­er­ate ad­vance­ments in tech­nol­ogy and so­ci­ety. Although many like to call dis­rup­tion “the new nor­mal”, it’s been around since ho­minin’s first use of fire over a mil­lion years ago.

To­day, dis­rup­tion is pro­pel­ling us for­ward at warp-speed, im­pact­ing ev­ery area of our lives, and hu­man­ity as a whole. Be­cause of its ac­cel­er­a­tion, Dig­i­tal Dar­win­ism is in­fil­trat­ing busi­nesses like never be­fore, caus­ing them to fall short of meet­ing the needs of peo­ple, who are not only rid­ing the wave of dig­i­tal tech­nol­ogy ad­vance­ments and so­ci­ety’s rapid shifts, they’re driv­ing them both. It is for this rea­son that the num­ber one pri­or­ity for ev­ery busi­ness go­ing for­ward must be the user; 2016 needs to be The Year of the Per­son.

In terms of pub­lish­ing, this means fo­cus­ing on what a per­son wants, rather than look­ing for peo­ple to buy what you’re sell­ing.

It means putting the per­son at the cen­ter of ev­ery ed­i­to­rial de­ci­sion, ad­ver­tis­ing de­ci­sion, pric­ing de­ci­sion, dis­tri­bu­tion de­ci­sion, busi­ness de­ci­sion, prod­uct/ser­vice de­ci­sion, design de­ci­sion and cor­po­rate cul­ture.

If we don’t make 2016 The Year of the Per­son, then I truly be­lieve we will have much big­ger chal­lenges ahead of us in 2017, where we won’t re­ally need to talk about pre­dic­tions for the in­dus­try go­ing for­ward.

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