Benefiting at work from Brain Based Insights

Are you courageous enough to create? Would courage hold you solid in the race … even if you’re running a good pace behind a famous front liner? Yahoo seems to think so. How about you?

Creativity requires people to challenge traditions … but what happens when your family, boss, clients or colleagues embody that tradition? Do you drop and run?  Some people think that Yahoo is busily creating for the future market of custom created ads. But is the market ready for the challenge of Yahoo's big ad innovation?

What does that have to do with your business or with your own courage for creativity?

We have a tendency to let go of risks that precede the best creative possibilities out there - whenever uncertainty hits.  At times the very thought of challenge sends a tsunami wave of cortisol surging through our brains, when we most need a shot of serotonin to create.

Simply put … firms that create their way to the top tend to find the courage to take risks for what they believe will carry them to new peaks.

In spite of Google’s clearly advantaged market position for instance, Yahoo recently stepped up to the plate with their creation … “Smart Ads.”  It took courage to toss creativity into their mix, while in second place.  

Yahoo expects significant growth in the display ads – though -  because they figured out how to build a profile about who people like you and I  are and where we live as well as what are our interests. After getting our demographic profiles – they plan to send facts to markets to create ads “on the fly” … a sort of  custom ads for targeted demographics. Courage an creativity work together to bring successful results.

Smart ads are still labor intensive at this point … for instance …  but weekly we see Yahoo adding to its capabilities in the area of creative display ads. Will Yahoo sit well positioned for the big surge of smart ads they see in the future?

Will  courage continue to buy the creativity Yahoo needs – or will Google continue to find and pay for even more of both? What do you think?