Risky Business
To succeed in multimedia publishing, leading executives say you must not only be willing to try new things, but more importantly, be willing to fail.
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This may be the most exciting (and nerve-wracking) driver of multimedia strategy—the inability to predict whether an initiative will remain in line with whatever trends are around the corner. Still, Jensen says, taking such risks is nearly always better than the alternative.
“I’m unwilling to say X is the best practice because next year there may be metadata standards for YouTube videos, or everybody’s cell phone is iPhone-like and they are listening to podcasts they phone up and get for free,” he says. “You’ll be seeing a lot of communication possibilities we did not have before, but if you’ve been waiting for something to resolve, you’ve lost any learning you could have had. So the best practice is to … [be willing] to try things out.”
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James Sturdivant
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