I’m in the south of France, on a post-MIP creative retreat with a hand-picked group of technology entrepreneurs, television commissioners, network producers, actors, entertainment professionals and, later this week, a media-minded MP. We’re discussing TV formats, trends in media and ideas for new media business models in a villa nestled in the beautiful, mountainous French countryside above Tourrettes-sur-Loup.
And it occurs to me how dramatically the technology industry would be transformed, were founders to shake off the limitations of self-regard and spend their downtime with great minds from other worlds. The number of thrilling new business ideas discussed casually over Bordeaux and pâté is remarkable. It’s a testament to the organiser, my friend Robert Loch, that such catalysis is going on.
Then again, the space for this sort of thing is still wide open, because the entertainment industries are crying out for innovation and expertise from technology. The posers in the TechCrunch beauty parade haven’t the faintest idea how to interface with such enormous and lucrative industries and markets, so consumed are they by photo-sharing, by social networking and by congratulating themselves at shoddy conferences and laughably amateurish awards ceremonies.
Not least among the many reasons for start-up failure, it seems to me, is this utter lack of imagination, ambition and, yeah, sex appeal. We can do better. A little modesty is called for: rather than the frankly desperate cult of “disruption” and its systemic disdain for the content industries (and just about everyone else), entrepreneurs would do well to take a moment and try learning from those they arrogantly suppose their platforms and APIs are set to displace.
The future is more complex – and collaborative – than you think.