2019年8月13日
By 乔尔Unickow 流媒体副总裁/发行商
聚光灯

如何在网络视频领域取得成功

最近有人给了我一本商业书， 紧迫感 by John Kotter, but to be honest, I’ve been too busy to do anything more than skim it. The premise of the book is fairly simple—it talks about overcoming the fear and anger that can paralyze you from acting with a genuine sense of urgency. It discusses why successful organizations become obsolete: complacency. And while the title alone may give some people more anxiety than they can handle, it really is meant to rekindle the fire in the belly. If you decide that something is urgent and important, it will be.

But the title alone got me thinking about the way our industry has been selling itself—overselling, 这是一种紧迫感. 4、5年前还不错, 每个人都在NAB的地板上大喊大叫, “你今天必须搬到HEVC，否则你就完蛋了!” yet it wasn’t until Apple adopted it in 2017 that everyone followed. Roll back the clock to 2006 when Google acquired YouTube for $1.650亿美元的股票, and the conventional wisdom was that video was suddenly absolutely crucial for every business, so companies spent millions of dollars without seeing returns. There’s a difference between real urgency and false urgency, 了解其中的区别很重要.

那么，今天真正紧迫的是什么呢? To run a business in the online video space successfully. There is no shortage of companies fading into the night, setting false expectations with poor business models, and no real goalpost other than getting acquired. Those are problems that have plagued our industry since it began.

I don’t work in a business building online video, but I’ve had the pleasure of working intimately with the companies that do. And the companies in this section do it more successfully than the rest—hence their inclusion in the 2019流媒体50强.

在这个特殊的部分, we get up close to the people behind the companies changing the way we are entertained by and communicate with video. Clearly, their vision and urgent drive to move forward is key to their success. 要我猜的话, they’d most likely agree with the points made in the book, 尤其是这个, which has always been the focus of the way I’ve done business: Bring in 信息 from the outside, 而不是只看内部. After all, your customers don’t work for your organization. In our industry, the companies that are winning are the ones that are listening to their customers. It’s my pleasure to introduce you to the 2019 View From the Top.

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@unickow
@streamingmedia

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