“Over the past few centuries, Western cultures have been very good at creating general prosperity for themselves. Historian Niall Ferguson asks: Why the West, and less so the rest? He suggests half a dozen big ideas from Western culture — call them the 6 killer apps — that promote wealth, stability and innovation. And in this new century, he says, these apps are all shareable.”
This talk deals mainly with history, however, there is a point made that I believe relates very well to creativity within Agencies and for brands alike. “It’s not national character, it’s the ideas and institutions.” To me, this is the reason why Apple’s iPod took over and revolutionized the mp3 players industry. Apple’s national character was never really music oriented, but it was the ideas that came out of Apple that made the company into what it is today. For marketers I believe this holds true more than ever, great ideas can come out of anywhere.
If we take stock in our own agencies and companies of the ‘6 apps for prosperity’ we can easily see where we may be lacking. The six apps are; Competition, Scientific Revolution, Property Rights, Modern Medicine, The Consumer Society and the Work Ethic.
Competition, already present in most markets for both brands and marketers. This means never feeling complacent or getting too comfortable, There’s always someone out there willing to do it better and cheaper.
Scientific Revolution, never stop innovating, research new concepts, and ways of marketing or changing your product to better serve the customer.
Property Rights, allowing ownership of good work, when a person who add’s value to the brand or marketing campaign is recognized it encourages more of the same behaviour.
Modern Medicine, using new techniques and approaches to your brand and marketing even though there may be mild side effects.
The Consumer Society, you must have a product or marketing campaign that people want to buy or interact with.
The Work Ethic, more than just getting the job done, serving the customer well, going above and beyond each and every time in every respect.