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Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media

Through twenty behind-the-scenes profiles of innovators in advertising, marketing, search and social media, the book distills what it takes to pioneer in the digital era.

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What it’s about

Pioneers of Digital tells the stories behind the people who shaped how advertising, marketing, search and social media evolved during the internet era — from the architects of Obama's 2008 online campaign and the team behind Burger King's Subservient Chicken to the creators of iTunes' music ecosystem, Google Webmaster Tools, TED.com and crowdsourced advertising. Rather than profiling household-name founders, authors Paul Springer and Mel Carson interview lesser-known but enormously influential practitioners across five continents, extracting candid lessons about timing, originality, business models, real-time working and the love of one's craft. The result is part oral history, part practical playbook: a globe-spanning, inspiring guide for anyone who wants to understand — and shape — twenty-first century digital communication.

The through-line

Who it’s for
A marketer, entrepreneur, creative or technologist who wants to become the next generation of digital pioneer.
The problem
They face a fast-moving, fragmented digital landscape with no clear playbook for what actually works. They feel uncertain whether they need a grand original idea, perfect timing, or special pedigree to succeed.
The plan
  1. Study the real, behind-the-scenes stories of pioneers in advertising, marketing, search and social.
  2. Extract the transferable lessons and 'sound bytes' at the end of each case.
  3. Apply the ten steps to becoming a digital pioneer to your own context.
  4. Build for purpose, work in real time, measure honestly and choose work you love.
The payoff
You make relevant, well-timed, useful digital work that engages and spreads. · You build sustainable businesses and relationships rather than chasing hype. · You enjoy your work and inspire teams while contributing meaningfully to the digital ecosystem.

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Related profiles we’ve built

Additional reading

  • Crowdsourcing: Why the power of the crowd is driving the future of business · Jeff Howe

    The book is cited as an inspiration for John Winsor's decision to experiment with crowdsourcing at his agency, which ultimately led to the creation of Victors & Spoils.

  • You Are Not a Gadget: A manifesto · Jaron Lanier

    This book, authored by one of the pioneers profiled, presents his critical perspective on the ideology of Web 2.0, arguing against 'cybernetic totalism' and for the value of the individual.

  • Diffusion of Innovations · Everett M. Rogers

    John Winsor read this classic book and it inspired him to capitalize on his position as an early adopter by creating a new business model (Radar Communications) that flipped the traditional advertising paradigm.

  • Baked In: Creating products and businesses that market themselves · Alex Bogusky and John Winsor

    Co-authored by two of the pioneers profiled, this book likely expands on the principles of co-creation and innovative thinking that led to their successful projects like Subservient Chicken and Victors & Spoils.

  • Bowling Alone: The collapse and revival of American community · Robert Putnam

    This academic work inspired the creation of Meetup.com and provided the theoretical framework for understanding the need for community-building, which was central to the success of the Obama '08 campaign's digital strategy.

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