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Introduction to Emerging Trends and Technology

Eric Decker, Firstborn

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Once again, the 2018 edition of The SoDA Report focuses on change and how we as leaders need to design and plan for it. More so than ever, digital agencies need to be able to adapt to an always changing landscape—or risk becoming obsolete.

There’s a famous quote that’s often misattributed to Darwin that states, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Leon C. Megginson, a Business Professor from Louisiana State University, said this at the Southwestern Social Science Association conference in 1963. Five and a half decades later, this is truer than ever.

Historically, “being better” than the competition, or just downright outworking them, was enough to succeed. But times have changed, and the agencies that will continue to succeed are the ones that embrace change, not fight it. The ones that plan for it, not react posthaste.

Processes that have been built on familiarity and efficiency need to evolve. We’re living in an on-demand world and that extends to digital production as well—clients and consumers expect continuous improvements to their products and services. Our working style needs to match this. And with data becoming a resource worth more than oil or gold, we can’t ignore it. It needs to be incorporated into our everyday business, whether as the blood that powers new products we create or the evidence backing the proposals we make.

Like it or not, the world is changing, and quickly. It’s up to us if we want to help shape our future or simply be drowned out by it.

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About the author: Eric Decker guides development teams through technical challenges large and small, identifying thoughtful solutions to client problems. This approach has led to unique and award-winning digital executions for clients such as Supercell, Pepsi, and Adidas.