It has always been hard to sell ideas. As the saying goes "beauty is in the eye of the beholder".
And it has always been hard to tie a dollar value to ideas. As the saying goes "twenty year overnight success".It isn't getting any easier.
When there were three networks, a few popular, magazines, local radio morning drive time (referring to when everyone was driving to or from work at the same time), and local newspapers, it was easier to imagine how an idea could be capitalized on to grow a client's sales. After twenty years of "disruption", new media's most significant transformation is to splinter the audience for almost all media into microscopic chards, with no visible patterns. Visualizing how an idea might reach critical mass and how to leverage it to grow sales is virtually impossible to plan. Today more hope than strategy goes into creating an idea that will capture the hearts and minds of enough influential folks to reach critical mass by the viral effect. And the client's internal stakeholders can't anticipate opportunities.
Breaking through is made even more difficult by new technology. "Amateur" technology makes it easier for everyone to increase the "noise", but professional technology requires more skill and practice to master than ever before. No single creative professional can produce multimedia. So you have to "sell" your idea to partners, too. And hope you find a team with a comparable vision, commitment and professionalism.
Look the creative business is inherently uncomfortable. Because comfortable is expected and the most effective creative idea is not. But there's a lot of unnecessary uncomfortable stuff in the Creative Business to eliminate by revisiting lost lessons learned.
Selling isn't as hard when you know what all decision makers' interests are. When agencies and clients approached the planning process collaboratively, choices were more thoughtful because all stakeholder interests were considered by everyone, especially the end users'.
Experiencing which peers you jam with well and knowing whose work you respect improves the odds of productive collaboration. When creative professionals with diverse expertise enjoy the camaraderie of working side by side and chose whom they work with, the knee jerk reaction of second guessing and defensiveness doesn't dominate teamwork.
Finally, the odds of the "20 year overnight success" are remarkably low because the veterans and younger more technologically proficient are isolated from each other. Back in the day, agencies invested in both formal training for the veterans and keeping them around to share knowledge with the younger generation.
Today, independent creative professionals spend their spare time doing paperwork and collecting payables from clients. When agencies took care of the financial accounting, creative professionals had more time to learn and share.
Most co-working spaces focus on startups and consider it "a favor" to invite veteran creative professionals to contribute time to help young people develop overnight success stories, oblivious to the value of the wisdom from years of life and work experience. At COMRADITY, startups are the result of people with day to day experience discovering better solutions that happen when creative professionals and existing businesses change the game in the creative business for mutual benefit.