Soda - Keeping Curious

Our interest has never exclusively be in just commenting on collective thinking, but rather making it happen. This project has a kind of self-fulfilling prophesy built-in to it, as the more we talk, the more we do, and the more we do the more alive it becomes for all involved.

As mentioned earlier in these posts, creativity and the pursuit of innovation is itself an emergent process, which is what we’re witnessing here. If the initial ‘gift of knowledge’ came from me, then others are adding and growing that gift in true collaborative fashion, taking it to a new place and a much quicker rate than any individual can do. So why should this be so?

Well it’s not because collaboration has become easier (although for the majority it’s natural to collaborate) it rather that the barriers to collaboration, easy collaboration, no-brainer collaboration have all dropped away due to our expertise in utilising the internet, the email and the mobile phone as end to end communciation platforms. These tools have made the job of creation, distribution, redistribution and feedback easy for all of us. Now the genie is firmly out of the box, there’s no putting him back. So where does that leave industries such as marketing going forward? Well, I got my own firm point-of-view on that, as you can guess.