Career Curve Once upon a time, yours truly worked on Madison Avenue as a copywriter. The average stay at an agency was something like two years. That's an eternity for an online job nowadays. Many online companies don't even last that long. If your company has been around 3-5 years, you've got quite a heritage story. If you've been in the same online job that long, they look at you funny, unless it's your business or you have some vested interest. Online jobs make advertising jobs look like banking jobs. So, the clock speed of jobs has increased. What does it mean longer term for individuals? I think it means that one works for oneself, even if they work for someone else. The job at hand needs to remunerate in coin as well as in a growth curve that adds value to that person moving forward. In a sense, each person is an enterprise unto themselves, each with his/her own reputation or promotable brand. With wireless, nearly wearable computing at our side, we may morph into front end, back end, human-based interface knowledge-transfer mobile kiosks. Or haven't we done so already? If you're an enterprise unto yourself, with a marketing plan, you would also have a unique selling proposition, (or USP, from Rosser Reeves' "Realities in Advertising"). Some denizens of Mad Ave. would distill a brand essence right down to a tagline, or "thump-line." Are you a premium brand that may be threatened by new upstarts, or a price brand that can be commoditised? Are you under- priced? If you were a car, what would you be? What kind of computer are you? Not sure? Well, to quote the German philosopher/writer Rainer Maria Rilke, "Love the question." |
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