Perception is Reality. This is something that is taught, and it was never truer than at the North by North East Interactive conferences.
When you hear or see something you judge it or form an opinion based on your knowledge, and your knowledge is based on what people have told you, or what you have read, or seen for yourself. What happens when you stop thinking like everyone else has told you to think and start looking at situations based on individual evaluation and stop doing things based on protocol?
A lot of the reaction on twitter was negative to a few of the speakers at the NXNEi conference. The topics of these speakers were similar to the view of stop doing things just because it’s the way things have been done, the speakers spoke of change, and that is something that should be listened to and followed. The panel discussion on abolishing the hourly illustrated the reluctance in change.
After about forty-five minutes of discussion reviewing the success of results based billing vs. hourly based billing in advertising, the question/statement that was made from a member of the audience is that, “the hourly based billing system works because that’s just how it’s been done by the large agencies.”
The key statement made in the discussion is that for advertisers sometimes if it’s just an hourly rate that they are working from, the quality of work will not be the same, as when the work is the important factor and the passion is in the work not the pay, how much compensation is based on the results of said work, rather than just an hour of time working.
