Time Is Not On Our Side

Atlas3 (Atlas Ventures. Capability brochure.)

We do not work in stone although we may use stones to make a point. No, we work with ideas, and ideas, even the best ideas, even brilliant ideas, have a shelf life. The shelf life may be as brief as that of a baguette or as enduring as a loaf of Wonder Bread, but a shelf life all the same.

Early in my career, ideas, and the media we used to express them, may have been employed for as long as two years. Taglines and positionings might last a decade. Today, ideas may blossom only once like the flower Queen of the Night. And words, our precious words, read under the unforgiving and quick-to-punish light of new prohibitions and readings, have all the weight of a fledgling. Continue reading “Time Is Not On Our Side”

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