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Posts Tagged ‘T shaped’

Redefining yourself: always in beta

Saturday, June 8th, 2013

A few years ago I wrote about how the role of ad agencies have changed and how my experience led me to be a more strategic marketer.

I also waxed poetic on what it is that a digital strategist does because no one could articulate it.

Fast forward 2 years this all continues to morph b/c the marketing industry remains in a perpetual state of beta —as do those whom work in the field.

We Will ALWAYS Be In A Perpetual State of Beta

What the hell does that mean?

The entire industry continues to recalibrate their mindset so product marketing and advertising co-exist with environmental shifts as they arise, whether they be cultural or technological; we need to make sure we build, learn, iterate. Lather rinse repeat.

Times have changed as to how we approach building strategies and how we go about executing against them….which also applies to the roles we play in doing so.


“The Creative Technologist”

Friday, December 10th, 2010

There has been tons of buzz around this role as it relates the holistic approach to team structure within advertising agencies—- advertising has changed so much, roles need to follow suit to meet the need. A need that combines strategy, creativity and technology —  a hard core layer cake of flavors.

A creative technologist is a great example of that need, and a perfect example of a T-shaped individual.

The idea that many people, each doing a little thing, will produce something larger and more complex than they could have produced themselves is fading away.

T-shaped individuals can do much bigger things and think more broadly. They are looking for ideation beyond 1 honed skill set, and most importantly how to apply/execute it to meet a business objective of their clients and customers. They are people who are willing to experiment and take risks– in concert with rest of the world morphing around us in parallel.

Organizations like IDEO are realizing that when people are assigned to or choose roles to play in an organization they are often more creative and efficient than when they are confined to the duties prescribed by a title or position.

Tim Brown– CEO, IDEO, explains it this way:

The vertical shaft of the “T” represents the depth of expertise/skill that a person exhibits, while the crossbar of the “T” represents the amount they are willing and able to collaborate.

People who are T-shaped are well-rounded and versatile. They are better able to contribute their ideas to a discussion and are able to take on a variety of roles. It’s no wonder that IDEO is one of the firms pioneering the change to formalize role-based work and reduce the work that is based on position or title.

I feel a Creative Technologist fills that need.

Rather than explain the role of a Creative Technologist–  dig in to this post and preso from a great Blog called sermad — it’s beyond clarifying for inquiring minds who want to know. And those that want to adapt.

– When you get to slide 30 and the YouTube vid opens, use the SlideShare tools in the bottom of the box to keep advancing through the preso (vs. the side hover controls).

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