The new scarcities - should we care?
John Hagel thinks that the new scarcity in marketing is “attention” . Barry Diller thinks that the scarcity is talent. Joe Plummer from the Advertising Research Foundation thinks that the new scarcity is trust. When speaking with Doug Rushkoff, he says that scarcities are something made up by economists and that in the marketing value chain you do not have any scarcities…
What do you think? Should we care?
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May 19th, 2006 at 11:34 pm
We should care. I think of how Robert Pirsig saw caring and the flip side of quality.
Regarding scarcity, in some ways it doesn’t matter what kind of scarcity we encounter in “telling the story”; abundant solutions can be derived from finite resources.
My grand son can take the finite resource of a refrigerator box and turn it into an nearly infinite number of games and toys.
I suspect adult marketers can too, if they care to.
Thanks for raising a question that I am not nearly done chewing on!
May 20th, 2006 at 2:11 pm
I agree - we need to pay attention and get clarity on the fundamental changes that are happening around us.
But is there really less attention? According to the NYT, adults now spend as much time online as on TV - does that mean less attention or more? Kids are doing 5 things at once - is that less attention than previous generations - or more? Is attention really a scarcity the way shelf-space was in supermarkets?
Sure, some studies say that 50% of the people do not trust what companies have to say about their products and services - but does that mean that there is less trust in the system as a whole or that trust just shifted? And as far as the 50% number - is that a change from what people trusted 20 years ago?
Forget the talent comment by Mr. Dilbert - that is not event worth arguing about.
January 24th, 2007 at 10:36 pm
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