Here are five things I feel it is inevitable I will battle against in 2010.
1. An industry wide obsession with views (be they page views or video views). They will just happen, don’t let them be an outright focus it will distract from the more important goals.
2. Indecisive decision making. Plans need to be made, decisions taken and work done. Quickly.
3. Backward thinking. We need to change what we are doing and the way we are doing it, not do more of the same thing in the same way.
4. Brands ignoring the conversation they’ve started. If you purport to represent an audience talk with them, don’t talk at them.
5. Feeling underappreciated and under-rewarded. Individually and collectively teams are inappropriately rewarded and motivated by an industry that has lost touch with what brings and creates value, how teams are managed and how goals are set which motivate self-improvement.
Distractions like this will take away from more important objectives, which should serve to create a higher quality of audience engagement. This new engaged audience will help us rebuild our brands and transform our business models.