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Less of a Pivot more of a Pirouette

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PirouettePivot. Webster’s dictionary defines it as “a pin, point, or short shaft on the end of which something rests and turns, or upon and about which something rotates or oscillates.” It has several other definitions that are similar in nature. None of them include the meaning that has been grasped by the digiterati in particular where they use it to mean a change of business direction. In fact it is so overused it grates on my nerves every time I hear it.

So this is not a Pivot, it is rather more of a Pirouette. Yes a dance term for turning around.

Over the past decade I have been involved in one way or another in the world of digital marketing. For the last five years I have run my own business and provided digital marketing consultancy to some of the biggest names in business, and some of the smallest. I love what I do. I have always considered myself on the edge of what I do and, looking forward I see that while broad digital consultancy is still a very valid opportunity (and many are entering the space all the time) it is no longer necessary for me to be a part of that group.

For over a year I have been having conversations with some select individuals about what the next conversation should be, after social technologies. Some agree with me, some don’t but for me the conversation about social technologies is over. Facebook, Linkedin, Twitter, Instagram etc. most marketers know what they are, they know how to use them from a technical perspective. So what should the next conversation, for that is what I as a consultant really do, I have conversations with clients, be about?

The next conversation is about Creativity. Over the past five to ten years marketers have been forced to become technologists. Some embraced this willingly others less so. I think it is time that we shook off the technology focus and refocused our attention on being creative in marketing again. Let the technology be what it will, it has never mattered. Whether it was Radio, Print, TV or Out of Home the medium is not the message at least not in the sense it has become perceived to be. Social technologies have become a route for lazy marketing. Guru’s and Marketing experts were “amazed” at Target’s “innovative” use of Twitters video service Vine this past week. Take a look at the litebright animation they put together. Now call me cynical but that isn’t innovative or particularly creative in fact I’d guarantee I know at least a dozen 7 year olds who could have done it better.

The medium is forcing the creativity but it shouldn’t be that way. While geeks are being celebrated for changing the world, they aren’t it is the creatives who have always changed the world. DaVinci wasn’t a geek, he was a creative genius. I want to work with and help people who are seeking to expand their creativity.

So what does all this mean? IncSlingers will remain. The focus will change and already has. Instead of providing broad digital strategy moving forward the focus will be on creativity in marketing. I’ll continue to write here about digital but the focus will be on creativity. If you’d like to share your thoughts on creativity I love having guest writers send me articles.

Never being one to tell others to do what I am not, I am also proud to announce that I am launching a new venture today. Some of you who are connected with me on other platforms will have already guessed at the direction I was headed. The new venture is Blue Cat Photography. I will be focusing on People centered photography, from personal portraits, special occasions through professional headshots, events and promotional photography. I’ve actually been doing this for nearly six months but it was time to make it official. If you like what you see on the site hit me up and let’s talk about doing a photo shoot.

Why wait until now to perform this pirouette? Today is my fiftieth birthday, I want you to see that no matter your age you are never too old to follow your passion and combine it with business should you wish.

I’ll see you at conferences, online and maybe even the other side of my lens soon.

image used under CC by Monja

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