Friday, January 14, 2005

Don't give me more information

My job frequently depends on other people to provide information and strategic direction. But over the last 13 years in advertising, I've noticed that the proliferation of PDFs, websites, and other electronic forms of information has made people complacent. (I'd say "intellectually lazy" but I suspect they're just overwhelmed.) Now, instead of digesting the vast amounts of information at their disposal and actually formulating a strategy, account execs forward bytes and bytes of documents. Click! Just attach the PDF, and you feel like you've done your job!!! But you haven't. It's like getting all the source material for a big college paper, but no thesis statement or cogent argument. Worse, many times the people providing the info (the client and the account folks) either don't want to or don't have time to process the information at all, so the writer ends up being the only person who's really thinking about the project and how to construct the message. I can do that, sure, but what ever happened to two heads being better than one? It worries me, because a lot of times I'm guessing about stuff, and nobody's got my back to be sure I'm right. That makes me feel a bit queasy, as I'm playing with people's livelihoods. I'm not saying it's all the account people's fault I think it's part of the larger trend to emerge in the Information Age: We have more info, but nobody's thinking it through. There are eighty-kajillion news outlets, but they just spew content without context. I think that's leading to folks just putting their heads in the sand, defeated, and letting the powers that be do what they will because it's just impossible to process every single blip of data that flies at your head all day. Again, it's not all the media's fault. But it will be interesting to see how it all plays out.

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