Given the rate of change being brought on by all things social few have the time or ability to keep up with what is on the horizon. Many cannot see the horizon because of the fog created by the proliferation of opinions, developments and meaningless chatter.
What the market needs are social media lighthouses to inform the marketplace of dangerous but unseen coastlines ahead. A lighthouse is a tower, building, or framework designed to emit light from a system of lamps and lenses used as an aid to navigation and to pilots at sea. Lighthouses are used to mark dangerous coastlines, hazardous shoals and reefs, and safe entries to harbors and can also assist in aerial navigation. Once widely used, the number of operational lighthouses has declined due to the expense of maintenance and replacement by modern electronic navigational aids.
Today’s modern electronic navigational aids rest with a few rather than the many. The few have keen insight and they can see through the fog of today’s meaningless chatter and aid to navigating seas of change to pilots of industry shaping a new future.
Organizations are pursuing enterprise 2.0. Suppliers are integrating strategies with the supply chain and directly to buyers. Everyone is learning the power of communications given the nature of the social web.
Mobile devices and related applications are exploding with the aim of enhancing consumer connectivity and communications.
The marketplace is trying to reach their markets intent easily, at less cost and with new experiences. Buyers are being chased for their attention, their networks and the collective influence. Media is changing the behavior of markets both on-line and off line. Social technology is advancing rapidly which fuels further changes in how markets operate and the behavior of buyers with intent.
All of this advances innovation for those that can see and create it. Seeing and creating innovation means you have to see the horizon through the fog. There are lots of “popular” people who are leveraging the chaos of the moment by propagating their perspectives, their media and their profiles as “those that know”. The problem is many of the popular names know the moment at hand but not the moment in the future.
There are a few who are the “lighthouses of thought, vision and knowledge” and they see through the fog and subsequently become the “lighthouse” for others. A few wanting to create innovation that avoids meaningless moments in time are the lighthouses.
Those focused on measuring a moment in time are measuring and thinking the wrong things. Those who can create meaning from the moment and but things into future context are those who can see beyond the moment. Who has the power of thought and innovation to be a lighthouse? You decide.