
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.





August 1st arrives and I find myself drawn to coverage of football. I’m not really into baseball. With 164 regular season games I struggle to care between April and September. The NBA playoffs last almost as long as the regular season so that has never interested me. March Madness is fantastic, but it only lasts a month. And I can’t get into watching hockey on TV so that is out. College football is, by far, my favorite sport to get into.
A few years back I was hanging out with some friends and we were discussing setting up a fantasy church league. You know, put out church rankings based on attendence, power of sermon, quality of worship service. Add to the mix some Church Center replays and postgame talk… we could probably get enough interest to put out weekly rankings. “Late in the sermon it looked like Craig Groeschell was losing his audience. Heads dipped and the internet interaction started to slow. But then he threw in an unexpected hail mary altar call and brought it down! What a pro finish!” or “John Piper’s delivery was flawless on Sunday. His precision in slicing and dicing that passage, tying in the joy application, that was a thing of beauty. Church Center play of the week nominee, for sure.” But then we thought it’d make the whole thing just weird if it blew up and pastors started spiking Bibles and dudes started getting endorsement deals. Can you imagine a postgame interview from Perry Noble? “First off, I need to give all the glory to Jesus Christ. Second of all, I couldn’t have done it without my Pepsi Worship Team and the Tommy Nelson Gospel Choir. Without them, we wouldn’t have won today.”
Walt Kowalski is a widower who holds onto his prejudices despite the changes in his Michigan neighborhood and the world around him. Kowalski is a grumpy, tough-minded, unhappy an old man, who can’t get along with either his kids or his neighbors, a Korean War veteran whose prize possession is a 1972 Gran Torino he keeps in mint condition. When his neighbor Thao, a young Hmong teenager under pressure from his gang member cousin, tries to steal his Gran Torino, Kowalski sets out to reform the youth. Drawn against his will into the life of Thao’s family, Kowalski is soon taking steps to protect them from the gangs that infest their neighborhood.