Thursday, March 04, 2010

Dear 4A’s. What Transformation Were You Referring To Exactly?

The 4A’s just held their annual leadership/media conference in San Francisco, ironically called “Transformation 2010."

I say ironically because there wasn’t that much that was transformational about it.

Oh, they did do something different this year.  They invited 8 people with different ways of looking at things – so-called “transformers” - to speak to the contingent.

The conference went on for two and half days.  The two full days went from 8 in the morning until 5:00 in the afternoon.  The half day from 8:00 to 11:30  That’s twenty-two hours in total.

The so-called “transformers” each got five minutes to offer ways in which the industry could start to transform itself.

Five minutes. 

Eight presentations of five minutes each.  Forty minutes in all.  Out of 1,320 minutes total running time for the conference.

In other words, for a conference that called itself “Transformation 2010,” only 3% of the time was spent talking about actual transformation.

And who says this industry is in trouble?

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