I'd like to think I have good instincts, but I'm pretty sure they don't allow me to see into the future.

Almost 10 years ago, I was presenting an idea to incorporate mobile media into a campaign. It involved the ability to download information into cell phones by taking a picture, so users would always have the information with them. By now you've guessed that I'm talking about the QR code, which was originally developed in Japan around 1994. While it was commonplace overseas, U.S. phones, about five years later, were finally in a place where almost anyone could take advantage of this technology.

So did I dazzle my audience with my foresight?

Hell no. I bombed. Crashed and burned. My presentation left people scratching their heads. They thought the technology was confusing and they felt it would take too much effort to educate the public on how to use it.



Needless to say, we missed the boat to become among the American QR pioneers. And no, this isn't a case where I brag and say, "I told you so."

Thing is, you can't get stuck on where everyone is now. And you can't be bitter about not being among the first to execute an idea. Move on. Keep looking ahead for the next thing that will make us better communicators (its how I found QR in the first place). It may not be technology based. For all I know, the message could be delivered with a dog whistle. Unless it makes perfect sense or there's a unique execution, I would be a little reluctant to present a QR code idea now, simply because so many are in a mad rush to do it now. But Japan is still finding "innovative" uses for their invention. A little over a year ago, I read an article where QR codes are being imbedded in grave markers, so you can pull up info on the deceased. (I find that fascinating and creepy at the same time.)

If your next idea takes your clients out of their comfort zones, that's a good thing, even if you look at little crazy. Give them what they need, but challenge their sensibilities too. Sometimes dependability leads to predictability, which may lead to boredom, and that might lead to an account review.

A agency hires you for your bright ideas. The client chooses an agency for the exact same thing.

If you're on the job hunt, that what people are looking for in your portfolio.

Always strive to be the visionary, not the copycat.

Crystal ball courtesy of stock.xchng . Photographed by Alejandro Heredia.