#Muse definition code

Creatives get too distracted with novelty and innovation for innovation's sake. Even real life moments now have a fancy acronym called IRL. So cut to the environment now, and we don't even know what digital transformation actually is and yet we want to start to talk about NFTs, metaverse, crypto, decentralized and smart contracts, DAOs, blockchain and dare I sayвЂ¦ web3. So much more to say about digital transformation, but I'll stay on topic. However, these folks who don't even have a purposeful definition, how can you solve a problem that you don't even understand exists? Out of it came many pointless ideas sold as digital transformation, but failed to actually deliver on the core opportunity. There also was a plethora of creatives and other allied professionals, a lot of whom did not have a purposeful definition of digital transformation, pretending to have solutions for businesses. With the maturation of a better tech stack and a seemingly more clear rationale of why digital is a requirement-obvious to us NOW-the industry created a new buzzword called digital transformation (no, prioritizing your media spend to digital is not it).

(Side note: I never fully got everyone to understand that digital-first is simply digital as a strategy, not just digital as a tactic. Fast forward to the emergence of web2 once again, the world had to adjust to new standards of engagement as they were forced to adopt digital as a necessity. In my opinion, it was hard work, but good work because we were all digital disciples actively participating in socratic analysis and discourse about changing values and its impact on business. I, like many of my fellow esteemed creatives, spent the better part of the aughts explaining what 'digital-first' actually meant and then justifying why companies should be digital-first (now a buzzword). And only now when I reflect back do I realize how transformational those 'useless' projects were to not only our business, but the industry as a whole. Overall, there was huge reluctance and skepticism to do anything digital, so we were relegated to just making some fun flash websites, mainly using cool but useless animations. The world was thrust towards unimaginable and radical changes to our collective economic, social and cultural fabric-beginning with 9/11 and continuing with the burst of the dotcom bubble.

#Muse definition code

I quit my job at a traditional agency after a couple months out of college and co-founded Code and Theory on September 1, 2001.

I've been chest deep in digital flood waters for more than 20 years. I promise you that I did not form this stance overnight. Just because you are a creative in advertising doesn't give you the right credentials to be an expert and give effective solutions.Д«efore you get defensive or roll your eyes, I'd like to give some context. And I'm regretful to admit that is largely due to my tribe-creatives. Web3 and all its buzzy trimming has a reputation problem.