About What’s Next is Everything…

The idea for what’s next is everything was born out of a real need during my time at razorfish …

Some clients asked for breakthrough innovation - stuff that’s never been done before. But they then also asked for the case studies that prove the thing is going to work. By nature, of course, something that truly has never been done before has no case study nor benchmark of success. The question behind the question was clear, though: help me get comfortable with the risk you are suggesting we need to take, and help me sell it up the approval chain.

Building that business case is never easy. It often requires a difficult combination of powerful customer insights, recalibrated KPIs, small tests or pilot programs, strategic partners aligned on business objectives and ready to jump through a series of progressively difficult hoops, and a good bit of luck.

But ultimately, innovation often requires the willingness to take on risk. I often found that you could build some level of confidence - and encourage the client to take that carefully calculated leap of faith - simply by pointing to other brands experimenting in the same (or nearby adjacent) territories.

So I started cataloging examples of brands playing with emerging media and new technologies. And then I started adding in relevant research, data and tech news. And then I started supplementing with my own points of view about all of it.

What’s Next is Everything is the result. It’s weird mash-up of stuff that I hope you enjoy - and more importantly, find valuable. I welcome and encourage your feedback either via this form or on Twitter (@newmediageek).

-Jeremy Lockhorn