We live in a post-idea world. That is according to a 2011 article in the New York Times.
And many other thinkers and creators echo this idea.
Our hit songs and records are remixes. Our favorite big-budget movies are only remakes of movies from 30 or 40 years ago. Social media does not really help spread ideas, unless you consider gossip to be important.
So, no more big ideas?
I’m not convinced, but I do know this. The 21st century will definitely be 100 years of disposable ideas. Ideas will become obsolete faster and faster.
I was recently speaking to an expert who helps increase Search Engine Optimization for websites. He attends large conferences and hears the big ideas about how to game the internet and make it do what you want. He says as soon as these ideas are put into the world, everyone does them, and they no longer work. The internet search engines learn what is happening and they change.
Even some presidential candidates used phrases like “winning the future” during their 2012 campaigns. These terms were quickly deemed passe by many people. “Digital art” and “paperless” are now meaningless terms as well.
Where is our permanence?
What is a candidate to do when a campaign slogan becomes tired before the campaign is over? Invent more slogans? A slogan a day? Change with the times?
Or come up with one more suited to last? Or maybe just do away with slogans all together?
I don’t know. I’m not a political strategist. If I was, I would be winning elections and not sitting here blogging.
I do know this. Today, a word can become omnipresent within moments through social media platforms, the internet, and 24-hour news programs. And as soon as a word, phrase, or term becomes everywhere at every moment, we must turn on it, hate it, and destroy it.
And we will likely destroy the candidate along with their phrase.
So, the best advice to winning the future is this: Be real, be true, be authentic. These are timeless qualities.
Catchy, pithy phrases won’t be worth the paperless, digital cloud they are printed upon.