Of late, a term from The Bubble has been rolling around in my head. Not because I’ve heard people using it, but because the behavior that it implies I’m seeing – again. That term is ‘killer app.’
Why? Probably because when folks are feeling they are in desperate times, they tend to reach for something, anything, the proverbial ‘silver bullet’, that will make everything better. And though no one is saying ‘killer app’ these days, much chatter abounds about Twitter, iPhone, Facebook, Orkut, Vimeo, et al and the various cottage industries that have sprung up around them in the form of apps for these platforms or the fact that these things can be reduced to apps that live on other platforms that can also be reduced to apps and live on these things platforms, too.
I completely get the need to have first movers and early adopters pushing the bounds of what is possible and creating buzz around “emerging” media and platforms. I am fine w/ account planners, media/marketing pontificators and prognosticators, bloggers and the ilk spending the majority of their time on Twitter talking about Twitter and the social and anthropological relevance of Twitter and the various ways one can get Twitter, use Twitter, and tweet about Twitter. I’m guilty of playing that game at times myself. I actually learn a lot from these folks – and do my best to filter out what the video link above mentions in an all too honest assessment of the environments. Bitterness, arrogance, hipster inside-edness and flaming is pretty rampant, but if you wade through it – and give as well as you take – you can see wonderful examples of many and varied best practices abound.
Anyway, the magic moving forward will be, IMHO (wait, I’ve got more than 140 characters here) – in my humble opinion – is realizing if your role is one of a zealous quest for turning over the next killer app and it’s relevancy in and of itself before it “tips”, or if you’re responsible for harnessing the disparate powers of these platforms to achieve something greater than the sum of the parts.
What I mean by that is this – IP/digital is practically ubiquitous. The infrastructure is built and it is solid. What we are seeing now are not ’emerging’ media, but new business models and communication platforms in their Gutenberg printing press stages. The winners in the new new media age will be those who can develop strategy to synthesize killer apps either as they arise or as they’re relevant. The winners will be able to decipher – i.e. have enough knowledge of IP/digital platforms – what the avant-garde of the media/marketing industry are talking about and doing and applying it to the early and late majority.
In a nutshell, those who can make the whole greater than the sum of it’s parts – and, most importantly, provide benefit to a large swath of the people that matter to them most – their customers.