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Interactivist Manifesto

Written in 1996, when I started working in the Internet industry. Lacking a job description, I came up with the term Interactive. 26 years later, it still works for me.

  1. Today, it's all about the customer experience.
  2. This is true for your customers and your customers' customers.
  3. The closer your enterprise comes to manifesting a real-time neural presence, the more its ability to deploy hyper-focused customer experiences and, with them, a sharper competitive edge.
  4. All the technology-driven neural/digital intelligence in the world means nothing without an overlay of face-to-face interaction and regular personal communication with key decision-makers
  5. .Key decision-makers gravitate to thought leadership, making thought leadership the critical element required to initiate and nurture new and existing business relationships.
  6. Well-executed business relationships driven by thought leadership drives sales and marketing efforts that yield the highest chance of nurturing loyal customers who publicly affirm that they have had a uniquely valuable and rewarding customer experience.
  7. The growth of an abundant and proven labor force outside the United States offers high-quality code at far less cost and twice the speed of some domestic resources. Businesses that arbitrage this emerging resource (still a complicated process) will reap its benefits. Those that remain status quo will find themselves at a competitive disadvantage.
  8. More than ever, there is a growing demand for technologically literate marketing communications professionals qualified to monitor and direct the confluence of creative work, programming activities, production processes, and technology-driven disciplines required to ride "The Global Digital Wave."
  9. "Interactivist" denotes professionals with the strategic know-how and digital industry experience required to supply the high-level perspective and expertise needed to function as both a cross-discipline interlocutor and a customer-focused (relationship-building) source of deal-closing thought leadership.
  10. Interactivists drive thought leadership, craft and execute sophisticated approach strategies, nurture emerging customer relationships, mitigate risk, develop content opportunities, and are often bellwethers of what's around the next bend on the ever-flowing digital river.
  11. Interactivists ensure that stakeholders and their customers remain true to original requirements, project guidelines, resource allocations, accountability structures, and the on-time delivery of high-quality customer experience.
  12. Firms that understand the critical importance and profit-generating role of the interactivist will always fare better than those that do not.