Look back. See forward.

Today everyone is talking about what’s next. Technology and the web have us all focused squarely on the future. Voicemail is already ancient history for a whole generation. Email is becoming passé. “Tomorrow” is what it’s all about. Well, it seems to me then that we’re being very shortsighted.

“Look back. See forward.” was actually a tagline I wrote some years ago for The History Channel, but it has become much more to me over the years. It’s proven itself over and over to be a trusted precept.

For example, it was almost 50 years ago when Bill Bernbach said, “At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him.”

That was 1960-something, and clearly the ad world has changed drastically since then–especially in the last couple years. However, Mr. Bernbach’s point is still dead on–-maybe even more so because of recent changes like the new-found openness and interconnectivity of the web.

Now, with brands and consumers in a two-way communication as opposed to the old one-way version, it’s even more important to truly have an insight into what makes them tick. How do you persuade someone to do something if you don’t know his or her hot buttons? You don’t. But as luck and the web would have it, consumers are now sharing their thoughts and feelings by the millions every day on all kinds of topics and brands. The smart agencies and brands will not lose sight of Mr. Bernbach’s directive. They’ll embrace it. They’ll listen to what these consumers are sharing. Really listen. They’ll join in the dialogue and learn to ask the right questions. All to uncover those precious insights into human nature-–some of which will be new, yet others as old as time. Then again, some good-old-fashioned 20/20 hindsight sure could help us with our vision for the future now couldn’t it.

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