• Darin Vilano

Every Company is a Media Company | Inside My Business

If you have a business today, you’re also in the media business.  The new imperative is that you communicate and produce content for your clients, customers, audience and the world at large.  There is no middleman anymore!  You have the power to go straight to the people.  No more sitting around waiting and wishing that someone will recognize your talent and ability to communicate.  No more breaking your budget on traditional advertising that you hope gets your small business noticed.  Those days are over.  And, the massive scale of the internet means niches and genres off all types have an ever growing appetite for content, including whatever esoteric field that you happen to be in.  Someone wants to hear what you have to say.  There are no excuses any longer.

The world is rapidly changing before our eyes.  The once dominant platform of television is undergoing a fundamental transformation.  The few powerful networks that ruled our lives for decades - ABC, NBC, CBS and Fox - are now being replaced by Facebook, Instagram, YouTube, Twitter, and Snapchat.  This is where we now spend our time.  And, we spend a lot of it there, because that little device that we hold in our hands is the new TV and much, much more.  And, the best part about it?  We the people are the shows on these new networks.  When you tune into Facebook, you’re watching and interacting with your friends and family.  When you tune into YouTube, you have access to unlimited entertainment and information from people all over the globe.  The shows are now truly unlimited.

What’s so cool about entrepreneurship today isn’t just how much easier it is to be in business for yourself, but also how technology has enabled us to return to our roots as a people.  For most of our evolution, humans have been working in small groups to accomplish big things.  Entrepreneurs (of course, we didn’t call them that back then) were just the leaders and initiators who led those groups.  Up until the early twentieth century, most work in America was done in small businesses.  Entrepreneurs were everywhere.  Most of them were farmers.  Of course, industrialization changed all that, and the power and wealth eventually amassed at the tops of the biggest industries.  But, the human drive to work for oneself, to control one’s destiny, and to bring a product to market that will improve the lives of others has never gone away.  And, because of this confluence of innovations – the cell phone, internet, high speed access, video, voice, social platforms and other technologies – it’s never been easier to interact with one another on such a large scale.  The world is literally in your hands.  Now, what are you going to do with it?

I say, now is the time to understand that you are a media company in addition to whatever else you do or sell.  Now is the time to use these tools to position yourself as the go-to expert in your field.  If you don’t do it, someone else surely will.  This is the new land grab, the new gold rush of the twenty-first century.  So, what do you do if you haven’t been creating content?  First, decide what you want to say.  Next, figure out how you want to say it - video, audio or the written word.  Then, start.

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