Future Headlines What's next? Do you see things getting better in the Internet space or the economy as a whole? Try to write headlines for the economy and your vertical segment for six months to a year out. I do this exercise with attendees in my seminars. It forces one to imagine what lies just ahead and to possibly prepare for it. Is the NASDAQ more likely to go to 1500 or 2500? If book distributer Ingram bought Amazon in order to get direct access to end users, would that shock you? How about American Airlines or Thomas Cooke Travel buying Priceline? Will it surprise you to see publicly traded community sites supported by failing ad banners, going belly-up? Timelines of events usually look obvious in retrospect. I try to jump ahead in my mind to a point in the future and then look back on what likely happened back here. In the fullness of time most people know the Internet was no passing fad. Heck, they probably know that now. You don't go from nearly no users to 300 million in a few short years. The gold rush phase is so very over now. Gone are the make-a-million-in-a-minute on the Net seminars, scams, and books. In will now come survivor series and bottomfeeder gambits. Gone is the hubris of the onliners. References to the "New Economy" will most likely vanish from our lexicon. People's expectations go to far in front of reality. The Net has and will continue to cause tectonic changes in the way we market, sell, communicate, and work with each other. More attention will be paid to the net's practicality. It won't be as sexy as billions of ad impressions with little or no click-throughs, but it will endure. |
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