The other day I met my friend Mike LeBeau at his new company Weld Media.
Weld is a new breed of digital agency that is focusing on driving consumers into bricks-and-mortar retail stores (see the “store back” concept from P&G). I won’t reveal Weld’s secret sauce but their insights are driving them to a new concept called “path through purchase.” Any CPG brand that wants a fresh look at how to leverage digital channels to drive in-store sales should contact Mike.
In his presentation, Mike positions his agency as a "bridge" between the virtual and physical worlds, as well as between two parts of a traditional CPG organization. Since then, I've been thinking about bridges, both actual bridges and conceptual bridges.
The thing is…It seems to me that often we are focused the destination, and not how we get there.
A bridge not only helps us get from point A to point B, it can transform us in the process. Anyone who has driven across the Golden Gate Bridge on a foggy summer day and gone through the Rainbow Tunnel into the glorious Marin sunshine knows what I mean.
Our world is full of bridges. Here are a few.
- Process is the bridge between creativity and art
- Strategy is the bridge between an idea and reality
- A plan is the bridge between the short term and the long term
- Getting engaged is the bridge between being single and being married
- Pregnancy is the bridge between an empty house and parenthood
- Life is the bridge between birth and death
Don’t forget about the bridges. They are important. They are life.
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