How times have changed, as this Sony ad demonstrates...
Mid 70s I reckon.
Nowadays you're lucky if things last until next week.
Just goes to show, constant innovation is the key to success. And not the process-heavy, take-8-months-to-come-up-with-a-safe-idea-that's-already-missed-the-boat-by-7-months kind of innovation that is the norm in most companies.
Just do stuff. Continuously. Get it out in the market. Some won't work. Others will be so massively successful they will more than out-weigh the failures. It's the only way to get truly new, paradigm-shifting ideas
There's Ross Perot's brilliant maxim: 'Ready. Fire. Aim'. And Soichiro Honda's belief that success is born out of failure and courage.
We need more of this.
The challenge is to create a working environment, and relationships between agencies and clients, that encourages having a punt and doesn't punish failure. But maybe that remains a tall order for most companies.
