Adnerds

Last month, our presentation “Why nerds will rule the world. Conquering advertising first.” was promoted as ‘presentation of the day’ on Slideshare.

Subsequently, it got featured on Totally Naked, Naked Tokyo’s blog. There, they eloquently  stated that “by implication, our parent company is totally f***ed”.

Yippee Ki Yay, allright! But does that mean we’re Mother Fu***ers?

Are AdNerds plain stupid and setting out to kill off their own mom? Well, arguably, we may be (somewhat) stupid. But if our mum gets hurt, it will not be our doing. It will be because of how the way people communicate and interact has fundamentally changed.

Back in 1997, an undisputably clever and visionary man called Clayton M. Christensen came up with a definition for what it is that we are doing. He calls it ‘disruptive innovation‘. It is the kind of change that alters the trajectory of an industry. And, by definition, disruptive innovation threatens your business model.

Is that a reason to shun disruptive innovation? Well, we definitely don’t think so. The worst thing that can happen to advertising – or any other industry for that matter – is to get stuck on a path because you’ve never questioned it. Especially when others did and get ahead of you on new paths to the future.

So, actually, the opposite is true: AdNerds are setting out to help and prevent our mom from ending up totally f***ed.