Come off broadcast, go on receive

Come off broadcast, go on receive

A few years back the MoD ordered a new radio system.
The radios would be used by ships, helicopters, planes, tanks and infantry.
So involved in the procurement process were specialists from the Army, Navy, and Air Force.
Everyone had their own particular demands.
And each was adamant their concerns were the priority.
There was much wrangling and thumping of desks.
During the procurement process they were told the radios could be fitted with a GPS tracking device.
It would take a bit longer but they’d always be able to locate exactly where each radio was.
All the specialists agreed they didn’t need a GPS tracking device.
And they didn’t have time to wait while a GPS tracking device was fitted.
They must have the new radios now.
So the new state-of-the-art system was produced to their joint specifications and rushed into service.
It’s been in use for a while now, and it’s been quite successful.
Just one problem.
Around 4,000 of the radios have gone missing.
That’s around ten per cent of the total number the forces were issued with.
No one knows where they are.
Does the Taliban have them, can they listen to our troops?
Are the radios being sold to foreign powers?
Can they hack into all our military communications?
The system cost £2.4 billion.
48,000 radios were issued.
Along with 30,000 computer terminals and 30,000 platforms.
And 75,000 personnel trained to use them.
And we don’t know if it’s all useless.
Because we don’t know where one in ten radios are, or who has them.
Of course, if they’d put a GPS tracking device in the radios we’d the exact location of every single radio.
But the specialists in charge of procurement didn’t believe it was necessary.
So it wasn’t considered important.
And now the entire system may be useless because of it.
Because of specialists thinking that their area is the only really important area.
Specialists who can’t see the bigger picture.
We’re all guilty of that.
We’re all specialists who believe our area is the most important.
And we fight to make our concerns the priority.
Planners believe as long as the ad answers the strategy, that’s all that matters.
Creatives believe as long as the ad wins an award, that’s all that matters .
Account men believe as long as the account is profitable, that’s all that matters.
And clients and media have their agenda, too.
Everyone believes their bit is the most important.
Each fighting for priority.
And no one is standing back and looking at the big picture.
Here’s the big picture.
Around £18.3 billion a year is spent on all forms of marketing.
4% is remembered positively.
7% is remembered negatively.
89% isn’t noticed or remembered.
Just so we’re clear, that’s the big picture.
89% of advertising isn’t noticed or remembered.
That’s advertising done by people each fighting their own corner and ignoring the big picture.
The big picture is that most advertising doesn’t even get seen.
The big picture is, the first job of advertising is to fight to get seen.
Or it gets lost.
It goes missing and no one knows where it went.
Just like 10,000 state-of-the-art radios.

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