Digital Pioneers Share Their Experiences and Lessons on How to Become a Digital Success

What advice would you get if you were to speak with the people behind the TED Talks, Google’s webmaster community,, and the Net’s top advertising entrepreneur?

You might not expect this.

We asked 15 pioneers and innovators about their secrets of success. Their stories and their approach to their work were as important to their success as their ideas.

We asked them to describe their experiences and what advice they could give others who aspired to achieve the same success.

We also identified ten key lessons from these pioneers that they identified as essential ingredients to becoming a digital leader.

Relevance is enough. You don’t need to be original.

Gurbakshchahal, an entrepreneur who started selling printers on the internet at age 16 and went on to pioneer online advertising, believes that new businesses must adapt old ideas but improve them, as well as be more responsive to market changes.

First, customers need to understand what you do. So, look at what others are doing and improve it. Introduce your new ideas. First, you need to understand what people already do–existing products and behaviors.

Do not let technology dictate your actions.

Do not let a CTO dilute the intentions of your company. When Web developers are involved, it’s easy to get persuaded into dumbing down your vision. Do not be influenced by their IT shortcuts or notions about what can be done.

Your team must be designed to the task, and your product (or service) should also be created for that purpose.

Operating as a company first is more important than being digital

In the early 1990s, digital commerce was characterized by stories of boom and bust because Web-based businesses had not figured out their funding models. Entrepreneurial pioneers have pointed out that new technologies and dynamic companies carry away the media without examining how they can make money.

Be a business and define your model of business.

Be prepared to challenge the orthodoxy of how you get paid.

John Winsor, the founder of a radically different communications company, Victors & Spoils, was able to renegotiate the value chain based on supply and demand as well as who owned the most valuable assets. V&S had a strong clientele, so instead of hiring full-time creative staff, V&S held online competitions and offered premium rewards to the winners. The company’s innovative work can be sourced anywhere in the world as long as it is the best.

Anything is possible in an age of change.

The best ideas often come from outside the digital realm

They had experience in other industries before transferring their knowledge to digital.

To carve out a unique niche on the internet, it is helpful to have a broad range of skills and references.

Be ready to make decisions in real-time.

Because the online campaigns were managed in real-time, both the Dove Campaign for Real Beauty and KFC’s Subservient Chicken were hugely successful.

Dove gave users the opportunity to interact with the campaign, and Dove acted upon their suggestions. KFC’s marketing campaign almost got pulled after it received negative publicity. However, the way the campaign was handled following its launch allowed the campaign to reach far beyond its expectations.

Successful online communications require the ability to adapt to changing conditions.

Consider buying something that truly meets a need.

Do not force digital to fill spaces where it wonwon’tfer much that is new. Many software engineers create new formats, even though they don’t know how to solve the needs of net users. The service’ stential should take precedence over the technology. Who will it benefit, and service’swessential¬†McDonald, who turned a paperclip into a house thanks to his genius, believes that new ideas should be freely available so they can make a real difference.

Digital data can help you measure your success and find out what works.

Online, the amount of data available makes it possible to track business success. There are many metrics available, including sales, footfall, and click-throughs. Avinash Kaushik, a Google representative, says that companies are missing a “Magni” cent” oppo” unity to be able to make fast decisions based on accurate and timely data.

All the information you need is right there. All you have to do is look.

Fun and engaging experiences are what you should be creating

People behave differently on the internet. Attention spans have shrunk in the world of 140-character social soundbites. However, if the content is entertaining or interesting enough, there are more opportunities for interaction.

It is worth researching online behavior in your industry before you decide how to position yourself online.

Consider early whether it is worth your time and effort to do what you love.

In the beginning, all new ventures require a lot of work. Once you are associated with your brand, you will be stuck with it. You have to love what you do.

Stephen Fry, one of the most popular celebrity Twitterers in the world, said, “Just be “ourself.” It’s mu”hIt’sier just to be yourself than pretend to be someone you are not.

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