In the face of an ever-increasing tidal wave of data, companies today have two choices: drown, or learn to surf. Now, whilst most of us are trying to keep our heads above water, the ones who got started early are out there pulling tricks. One such company is IBM.
In a campaign that's just launched in the UK (although I think the States have had it for a while now) IBM have come out in force to celebrate the information revolution and showcase the ways it's changing our world for the better. The message is that IBM are on a mission to create a "Smarter Planet" - and personally, I think it's a very clever campaign indeed.
As well as feeling fresh and engaging, whilst true to IBM's fairly corporate image, Smarter Planet is effectively a land grab around the clever use of information for the benefit of society - a positioning which should only become more powerful and relevant in the years to come.
At a time when fear of information remains rife, the use of ordinary people and IBM employees is also smart, as their humanity and warmth should help conquer concerns that this data driven future will be mechanical and cold. If I was an IBM employee it would also help me feel like a bit of a rock star - and proud, passionate employees are some of the best adverts you can get for any company.
Smarter Planet is a big, rich and interesting idea that IBM have already begun exploring in lots of ways. Here are just a few to get you started - from the launch manifesto to the ways that information will revolutionise healthcare.