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A good friend of mine, Craig Stennett, is an amazing photojournaist, he works for the Telegraph newspaper in the UK amongst others.

Recently the Telegraph changed their picture editor and informed him that all photographers now need to start shooting video.

Craig’s initial reaction was one of dismay - he is a highly skilled photographer - not a video producer. I sympathised with him. We talked about how independant film makers are producing documentaries and getting air time. We though it was doable but needed a whole new skill set and resources beyond budget.

That was until this morning when I noticed a blog post from a guy called Ben Hammersly. He is the Guardian’s new multimedia reporter.

On assigment, Ben now takes takes digital video was well as pictures - he is a multimedia reporter.

Ben’s video skills are good but he is not Stephen Speilberg - but that does not matter.

What matters is - he is out there doing it. He has climbed the learning curve until he can deliver what the industry is now looking for.

Craig can take some heart in this. He too can climb the learning curve and be a cutting edge reporter by offering video too.

What does this mean for us all?

We have to move with the times or else we will loose ground to those who keep up.

Businesses need to think about their marketing in a new way. They need to start using interactive communication chanels to engage their customers.

Its not hard - it just takes a little learning.

In a market place companies compete on many levels; price, serivce and product. The cycle of a market place is well known; a market opens, for the first few companies to service this market there is a period of abundance with low competition and high prices. Competition starts, prices come down the market becomes saturated and the inefficient companies die.

In Spain at the moment in the advertising and marketing sector we are at the tail end of this curve. This is further exacerbated by a drop in spend by the traditional big spenders; real estate agent and promotors. So what can we do about this?

The answer is not to give away free design or lower costs - this starts a price war and the competition gets even uglier - but to innovate and add value to your service offerings.

This concept can be applied to all market places so think about how you can add value and innovate your service offerings to help you leap ahead of the game to start your own market place and become the market leader…

The cycle continues….