The last three or four years has seen a major technological leap that no one can ignore. With the rise of social media (marketing, tools, networking) there are a new set of rules and people who once found it impossible to become known for their competence now have a place to elevate above the people who are known for who they are. All of a sudden Robin Williams has to wonder… “if I’m not on Twitter, do I stop being a celebrity?” The mocking of the nerds on the internet stopped being quite so funny in the last 18 months, didn’t it?
This isn’t the first time that the who apple cart has been upset by the what. The what’s of the industrial revolution become the who’s to take out when the automobile revolution took over. The who’s of the auto age where taken out by the what’s of the technology boom in the 1970’s. The who’s of the technology boom were taken out by the what’s of the software developers. On and on it goes. The what’s replace the who’s to become the who’s that’s taken out by the next round of what’s. The who’s desperately hold on, invest their billions to say “who matters” and “who’s still have it” while the what’s laugh as the transfer of wealth once again takes over.
The obvious example of this is Microsoft’s Bing vs. Google. Microsoft is the who of the software boom. For 20+ years no one could touch Bill Gates. But now, next to the innovators at rivals like Apple, Google, Facebook, and even Twitter… Microsoft looks like the Ford, GM, and Chrysler at a congressional hearing. Microsoft is spending billions of dollars on Bing and all it does is remind people how much they love Google. People used to dream of working at Microsoft. Now if an up-and-coming software engineer, UI developer, or otherwise tech talent announces they are going to Microsoft… there is a certain snicker that goes around. “Couldn’t get a job at Facebook, eh?” Why is that? Unless you are turning Microsoft around, you can’t become a who by being a what at Microsoft.
Being a what gives me hope. Let’s face it, I’m not a who. There aren’t many who’s out there. But I know that if I get really good at being a what, there’s hope. There’s opportunity for what’s. We’re in a transition time that comes around only so often when the apple cart is upset. And if you’re a pretty good what at what is new, you’ll do OK.
Something even more encouraging. There isn’t just one set of who’s vs. what’s anymore. Right now there are so many who’s that the opportunities are unparalleled. You could become the next who of ____ if you make your what better than their what.
More encouraging than that? In a transition time between who and what, money isn’t that important. Innovation is now cheaper than ever before. Becoming a what is easier. Becoming a what takes less time. And the amount of time you need to invest to become known as a what gets shorter every day.
Tired of working for the who? Become a what. Worst case scenario… there’s always good work in convincing a who that they can become a what again.
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