A Photo Album. Really?

In recent client conversations I have become increasingly aware of sameness. More aware of the trap we fall into when we model our ideas too closely after those of others. And, how we dilute our own relevance when the best we can do is look like some one else. My awareness reached its zenith this past week when during a discussion about web sites a favorite client presented me with a photo album stuffed to the gills and labeled “Web Sites We Like”. Now, there is nothing wrong with research but the precedent on display made me think of a few things.

First, the past. Photo albums are full of memories. Ideally, memories of people we love or moments shared with others but not necessarily moments we can or would relive. If it’s in a photo album, it’s already been done.

Second, the irony. In the digital age where pictures can be taken with all manner of portable electronics, where favorites can be neatly organized in our browser software, and photo albums created on our Facebook pages -- we were looking at a printed representation of ideas. The two mediums, print and digital, each have their own strengths. But, I can’t get a true representation of a digital experience on paper.

And, the future. Photo albums never include pictures of tomorrow. We can not
project onto the pages either “who we are” or “who we want to become”. Only,
“who we were” at least at that moment captured in the photo. Photo albums are
static. Our future is dynamic.

Best practices notwithstanding, the idea of developing a new web site or any marketing communication should revolve around what differentiates us from our competition and the unique value proposition that we present to our audience. Competition is real. Some sameness is unavoidable. However, somewhere along the way it’s the manner in which we do our own thing and how we connect with like-minded people or prospective benefactors that builds an enduring business or brand.

If you need a model for your creative planning consider trading the photo album metaphor for the Tonight Show skit “In the Year 3000” performed by Conan O’Brien and his sidekick. Try starting your vision with “In the future our organization will (insert your goal here).” Save the photo album for recording the events along the way.

Let's talk. I'm on Twitter @timbigfish