A conspiracy of arseholes

I’ve said it God knows how many times: nothing fails like success.

And nothing in my lifetime has succeeded so fast and so utterly as the internet.

We have spent days, if not weeks, moving a server from windows to linux.

And no petty obstacle has been left unplaced in our path to stop us doing so.

What has happened is that a few smart people got in on the ground floor when the internet got going and made millions or even billions, sometimes deservedly, often not.

Then they lost interest, and employed platoons of underlings – the sort who used to get jobs as counter clerks in post offices, but without the ability to read and write – to run things.

One problem is, too many people who succeed never realise how much of it was due to luck. Another is that the qualities it takes to build something are often not much good at employing or managing large numbers in a big organisation.

It happened with Microsoft. It’s happening with Google. Yahoo clearly llost the plot years ago. Unless an astonishing person like Jeff Bezos or Warren Buffet stays there and has that rare, grounded sense of the real it always happens.

Mind you, I’m not saying I’d do any better.

Incidentally, have you been watching the hysterically funny campaign from the Royal Bank of Scotland and NatWest. Essentially all it says is “we’re going to try and do a proper job”.


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About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

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