Brokers of diversification
By Jason Moriber • Jul 11th, 2008 • Category: Creative DestructionIn the past the broker myth was to reinforce the top talent of a particular vertical, this agent has the music, this one the real-estate. Currently it’s the recipe, the mix, who has the best combination of diverse solutions that enable me to pursue what I wish, to find the solution, to grow my business.
Google has been at this one for a while, Chris Anderson has his Long Tail, etc. It’s worth pointing out though that the tech PR has been to promote the DIY nature of all things, the freedom from “brokers”, the ability to choose for ourselves. Yet, as with all the glorious iPhone Apps, it’s the broker we all rely on increasingly.
Can/should small business, creative pros, PR/media folks follow the plans of larger enterprises? If we look around we see the joining of corporate forces in order to offer a richer palate of services (Dow buys Rohm & Haas). As sole-proprietors, creative pros have the hardest time thinking of joining with peers across the spectrum (not just other same-skilled peers) as the industry has been so competitive for so long. But if we follow the trends, and the economics (especially with seeing how Getty is driving their business) it might be the best time to either merge or diversify ASAP.
Jason Moriber is a veteran product/project/marketing manager, underground artist/musician, and online community developer, Jason expertly builds/produces/manages clients' projects, programs, and campaigns.
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