The art of dematurity
In our curious and relentless pursuit of the ‘next big thing’, are we unintentionally sacrificing the timeless pillars of quality and experience? At the heart of this question lies the concept of ‘dematurity’, a term encapsulating the endeavours of businesses seeking to breathe new life into mature industries to rekindle their youth. David Flanagan, director of content and strategy at P2 Content Creators, examines if the media and marketing industry is at risk.
While our dynamic industry innovates at breakneck speed – one question stands firm: In our curious and relentless pursuit of the next big thing – whether this be new ways of working in terms of teams and talent, or incorporating the latest technology – are we unintentionally sacrificing the timeless pillars of quality and experience?
At the heart of this question lies the concept of ‘dematurity,’ a term coined by Harvard Business School professors William Abernathy and Kim Clark in the early ‘90s. Encapsulating the endeavours of businesses seeking to breathe new life into mature industries, the concept explores those industries working to rekindle their youth.
In our pursuit of keeping up with Jones’, is the Australian marketing and advertising industry at risk of dematurity?
