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Posts Tagged ‘must read

I’m currently job-searching – such a fun ‘job’ in a weak market, made even more joyful when you have less than 3 yrs of experience in your targeted ‘field’. Recently, one of my mentors/friends pointed me in the direction of Marc Andreessen’s “The Pmarca Guide to Career Planning, part 3: Where to go and why” – it stirred a bit of an “aha! hmm!?” moment for me. I must react…

One of the points Andreessen makes is:

“If you are young and want to have an impact, you want to be in an industry where there is a lot of growth and change and flux and opportunity.” I definitely think advertising represents change – specifically planning. I’ve always felt that wherever I end up, career-wise, I want to be in an industry where change is welcome and there’s opportunity for new ideas to emerge. That’s exciting and while it can often throw people (and particular theories, models, structure, etc.) for a loop, the uncertainty and dynamics of change intrigue me. Confusing?

Andreessen also says:

“Once you have picked an industry, get right to the center of it as fast as you possibly can. Your target is the core of change and opportunity — figure out where the action is and head there..” This highlighted a few things for me.

First, I would say that as far as advertising or marketing services go, the digital realm is the center. What do you think? Social this, social that, etc etc, so much is happening it’s hard to keep up (my personal opinion). However, this obviously represents ACTION…influx…and millions of people live their lives digitally. It’s a real extension of who they are and as things continue to evolve and morph, businesses and brands will have new opportunities to do really exciting and hopefully interesting things for us — and with us.

Second, where do you go/look if you don’t have a lot of experience in the area you hope to get into? Does that matter? Obviously to some extent yes. I’m not going to be considered for a mid-level planning position when I’ve never had professional planning/strategy experience. Regardless of solid professional experience, I am still valuable, a potential asset. Agencies (whether they be traditional advertising, digital/interactive, design, etc.) should welcome people with non-traditional planning/advertising-ish backgrounds. When considering jr thinkers (like myself), agencies should look beyond the portfolio or resume, and consider an individual’s potential for generating great ideas — even new ideas, dare I say that. Books and resumes only tell a portion of a person’s story, right? I need to find the right agency/group that sees beyond a piece of paper…

Today I went to Barnes and Noble (easily one of my favorite stores) to look for Convergence Culture: Where Old and New Media Collide by Henry Jenkins. I need to research transmedia planning…and really, any new and emerging ideas related to planning, media, culture, science, and technology. Unfortunately Barnes didn’t have the book in stock so I ordered it.

I did, however, walk out with some purchases (can I ever walk out of a store without merchandise? no). I bought a magazine (Marie Claire, which surprisingly has morphed into a smart, sassy, and hip source vs. what it used to be a few years ago) and two books.

Rengen (not sure if it should be in caps or not), Renaissance Generation by Patricia Martin – The book’s jacket says Martin “argues that we are on the precipice of a major cultural renaissance. Who we are and what we care about is shifting–and a new set of imperatives, products, behaviors, and ambitions is emerging.” The book looks at the factors influencing the economic, social, and cultural shift and seeks to offer yet more evidence that we are a culture of and in change. I’m eager to see if Martin makes any new statements that haven’t already been said…

Microtrends: The Small Forces Behind Tomorrow’s Big Changes by Mark J. Penn – The author (CEO of Burson-Marstellar and chief adviser to Senator Hilary Clinton’s presidential campaign) pinpoints over “70 microtrends in religion, leisure, politics, and family that change the way we live.” A quick flip of the pages shows plenty of graphs and charts. It looks like each trend is supported by data, so Penn’s analysis is not pure observation or gut instinct (though surely that plays a role in his findings).

I’ve got some reading to do…


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