By now, officially, every single aspect of advertising and communications has at some point included a PowerPoint slide or talking point about the great shift in our world. Usually as a cloaked dig at some other communication discipline.
As the artificiality of silos fades it is interesting how the world view of professionals and the certainty their way is THE way also erodes.
It was easy shorthand when silos could lean on an expected pillar.
Full service creative agency - we are about big ideas
Direct Mail - we are about direct business driving responses
Digital - we are about measurable engagement
Events & promotions - we are about human interaction
PR - we are about controlling the message
Design - we are about making you and your products intuitive to use and buy
But, as every single one of these expertise start talking the same language, about conversations or something like that, the dominance of what they are about fades.
Reality is, there is great craft in different disciplines. They all work together, though usually never think about the fact their work lives together out in the real world. But, they are decreasingly separated, less and less far apart, increasingly working closer together.
The expertise and craftsmanship are in good supply. But great tension remains. Is the most needed skill in our time friendship? The ability to bring different craftsmen together? Get them not to just get the job done but make something disproportionately greater together than could have been achieved independently.
The tension that arises around technology 'changing' our world, really comes down to human issues. Issues of relationship, not issues of knowledge or craft. Knowledge and craft are relatively abundant.
Application of the craft, in concert with different sorts of craft, that is a challenge.
A challenge often left to 'the management.' But it is too important to leave to the managers. If creatively minded, one can less and less justify their idea based on the wobbly shorthands of why your discipline is better or superior. To succeed one must more and more work with crafts further afield from their former norms.
Might call it collaboration, but that always reeks of everybody thinking they can do the other person's job better. Innate human arrogance.
The craft of openness and mutual respect, if cultivated, may just help us all figure out today's world a little better, and make something a little more amazing.