[mungos]

Zanimljiva priča iz dot-coma o osnivačima Razorfisha koji su se pogubili pred TV nacijom kada ih je novinar 60minuata pitao prosto čime se to oni bave?

http://www.wired.com/wired/archive/8...orfish_pr.html

The segment began innocuously enough - "They call themselves 'the dotcom kids.' They're cool, they're hip ... and their motto is Don't invest in anyone over thirty" - and immediately cut to Razorfish's downtown offices. There, silver-haired CBS correspondent Bob Simon, perfectly coiffed and wearing a suit of Al Gore earth tones, stood with Dachis and Kanarick. Dachis had a kind of mod Reservoir Dogs thing going - black suit, black tie, white shirt - while Kanarick looked more like an off-duty underwear model in his purple suit and yellow shirt, its collar pulled out and stretched across the suit's lapels, Travolta-like. He had a short nest of hair precisely moussed by some hundred-fingered stylist to approximate bed head. Their attire seemed perfectly chosen to make those who didn't "get it" feel more anxious about not getting it. Dachis was introduced to the country as Razorfish's CEO, Kanarick as the company's chief scientist.

Simon praised Razorfish as "one of the most successful companies on the Web," but then his tone abruptly changed.

"Successful at what?" he asked. "Good question."

The camera was now on Dachis.

"We've asked our clients to recontextualize their business," Dachis managed. "We've re- ... recontextualized what it is to be a business-services ... and that'll continually ... "

Simon's face went blank. It wasn't the look of helpless confusion millions of Americans were experiencing as Dachis stuttered at them through their TV sets. Rather, it was the sedate, self-satisfied gaze of a 60 Minutes reporter about to yank the lever of the show's legendary trapdoor.

"You know," Simon said, "there are people out there, such as myself, who have trouble with the word recontextualize." Anyone who had ever watched the show knew where this was going: "People out there, such as myself" meant "the rest of the goddamned United States." Dachis was on his own now. Even the chief scientist stood mute.

"Tell me what you do," Simon insisted, "in English."

"We provide services to companies to help them win," Dachis offered.

"So do trucking firms!" Simon snapped. Dachis seemed taken aback - the trucking remark was really uncalled for.

"What is it you do?" Simon pressed.

"Our talent is to do a certain thing, whereas the trucking firm ..."

"Yes, but what is - what is it you do?"

"We radically transform businesses to invent and reinvent them," Dachis said. It was his best shot.

"That's still very vague," Simon said cheerily. He looked as if he might high-five his cameraman. A pause of several aeons ensued - too much for even the scientist. Kanarick stepped in to summarize the professional services sector in a way that Bob Simon, and perhaps the rest of America, might understand: "Business strategy," he said.

For television, this was really rich. Here was the whole generational and cultural chasm between those who "get it" and those who don't, perfectly dramatized in prime time. Millions of viewers could click off their TV sets, confident they weren't being left behind after all. So much for the phenomenon of dotcom gazillionaires - these so-called geniuses of cyberspace couldn't even tell you what they did for a living!

Pitanje za vas kolege sa dpta, bez obzira kojim poslom se bavite jeste kako taj posao opisujete, šta kažete ljudima kada vas pitaju -- "A čime se vi to bavite?".

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