Kind of related to the previous post about Peter Kruse, now Rishad Tobaccowala reminds everyone how the digital age has brought on the need to look for talent in a different way. It’s builder talent. I love this sentiment because it strikes at the core of how I would define the difference between traditional thinking in communications versus the new thinking. You don’t just need people who are talented at saying something, but rather building something that delivers experiences for people.
So-called creative agencies which are not emulating this strategy will be left with an aging workforce that will try to be good at saying things that no one is interested in listening to.