I just finished reading Converge, the new book on integrating technology, creativity, and media by Razorfish CEO Bob Lord and his colleague Ray Velez, the firm’s CTO. (Full disclosure: I’ve known Bob as a colleague, former boss, and friend for more than twenty years and I’m a proud Razorfish alum from a decade ago.)
Reflecting on the book I’m reminded of the novelist William Gibson’s famous comment in a 2003 Economist interview that “The future’s already here, it’s just not evenly distributed.” In this case, the near-perfect perch that two already-smart guys have on the Digital Revolution and its impact on global brands has provided them a view of a new reality most of the rest of us perceive only dimly.
So what is this emerging reality? Somewhere along the line in my business education I heard the phrase, “A brand is a promise.” Bob and Ray now say, “The brand is a service.” In virtually all businesses that touch end consumers, and extending well into relevant supply chains, information technology has now made it possible to turn what used to be communication media into elements of the actual fulfillment of whatever product or service the firm provides.
One example they point to is Tesco’s virtual store format, in which images of stocked store shelves are projected on the wall of, say, a train station, and commuters can snap the QR codes on the yogurt or quarts of milk displayed and have their order delivered to their homes by the time they arrive there: Tesco’s turned the billboard into your cupboard. Another example they cite is Audi City, the Kinnect-powered configurator experience through which you can explore and order the Audi of your dreams. As the authors say, “marketing is commerce, and commerce is marketing.”
But Bob and Ray don’t just describe, they also prescribe. I’ll leave you to read the specific suggestions, which aren’t necessarily new. What is fresh here is the compelling case they make for them; for example, their point-by-point case for leveraging the public cloud is very persuasive, even for the most security-conscious CIO. Also useful is their summary of the Agile method, and of how they’ve applied it for their clients.
Looking more deeply, the book isn’t just another surf on the zeitgeist, but is theoretically well-grounded. At one point early on, they say, “The villain in this book is the silo.” On reading this (nicely turned phrase), I was reminded of the “experience curve” business strategy concept I learned at Bain & Company many years ago. The experience curve, based on the idea that the more you make and sell of something, the better you (should) get at it, describes a fairly predictable mathematical relationship between experience and cost, and therefore between relative market share and profit margins. One of the ways you can maximize experience is through functional specialization, which of course has the side effect of encouraging the development of organizational silos. A hidden assumption in this strategy is that customer needs and associated attention spans stay pinned down and stable long enough to achieve experience-driven profitable ways to serve them. But in today’s super-fragmented, hyper-connected, kaleidoscopic marketplace, this assumption breaks down, and the way to compete shifts from capturing experience through specialization, to generating experience “at-bats” through speedy iteration, innovation, and execution. And this latter competitive mode relies more on the kind of cross-disciplinary integration that Bob and Ray describe so richly.
The book is a quick, engaging read, full of good stories drawn from their extensive experiences with blue-chip brands and interesting upstarts, and with some useful bits of historical analysis that frame their arguments well (in particular, I Iiked their exposition of the television upfront). But maybe the best thing I can say about it is that it encouraged me to push harder and faster to stay in front of the future that’s already here. Or, as a friend says, “We gotta get with the ‘90’s, they’re almost over!”