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[ENERGETIC MUSIC]
CLAIRE JOHNSON: If you're not going to adapt to the way the
consumers are adapting today, you're not going to be finding
the consumers of tomorrow.
BOB BAROCCI: The organizations that are going to win are
organizations that are fast learners.
FRANK ROSE: You know there's an old
saying, no risk, no reward.
CORNELL BELCHER: Truth of the matter is conventional wisdom
said that, Obama couldn't be president.
I think the whole campaign was innovative and experimental.
JERRY WIND: Companies who do not have the culture, that
says it's OK to fail, they'll never succeed.
BONITA STEWART: It's failing forward.
If, in fact, you haven't failed,
then you haven't learned.
DANIEL DEL OLMO: Putting the right standard operating
procedures around the execution of those experience
are absolutely critical.
CAROL CONE: You can try a micro campaign and see if it
works, especially if you're using social media.
You get immediate feedback, you can modify
it and try it again.
JACK BAUM: We tried out different versions of our
technology.
That wasn't a perfect solution but it was kind of a patched
together solution so that we can get the feedback we need,
so that we can go forward and then spend a ton of money
developing our product.
JOHN GERZEMA: Experimenting is incredibly important because
all of this media is accountable, it's measurable,
you can do, learn, and fix.
BRETT KELLER: The online space really provides a low cost
model, or method, for us to test things quickly and to
really get a read on what they can do.
AMERICUS REED II: It's almost as if it's like this ongoing
real time focus group that's happening out there.
SAM TRUJILLO: We tried entertainment online, I tried
graphic novels online, and I tried looking at music online.
Quite frankly, the one that won actually was a failure,
but you learn the most from your failures.
JONATHAN CARSON: If you're not trying new things, making the
mistakes, then you end up very far behind the pack and it's
very tough to catch up.
CHUCK DAVIS: Because of the internet, and that this is a
technology lead the industry really, you can cut your
losses right away.
So don't be afraid to experiment.
Because it might be the shortest experiment ever.
[ENERGETIC MUSIC]