Why I'm So Optimistic About Starting a Company in a Dying Industry
The advertising industry is dying.
It was somewhere in the early 2010s when this theory began gaining traction.
It grew louder, larger and more powerful as it passed from marketer to
marketer— like a movement. Or a virus.
For years, like many other advertisers, I dismissed the notion enthusiastically.
And yet the progression of my career was unignorably unsettling. This carried
on for the majority of my professional life until a realization did more than
erase the concern. It reversed it entirely.
I had accepted the theory. Advertising was in fact dying. It is dying.
And what a wonderful opportunity. We are in the midst of an entrepreneurial
revolution. There are more innovators, founders and disruptors than ever
before. They have already written the compelling stories we are so desperate
to tell! Worse yet, they’re eager for guidance the industry is preventing itself
from providing. Unnecessary overhead. Intimidating barriers to
communication. Creative that’s protected at all costs, rather than productive
at all costs.
From this beautiful paradox, Strike 2 was born. Built for a new generation of
clients. Powered by collaboration. Existing for one purpose: to grow
Yes, advertising is all but dead. Terrific. Let the renaissance begin.