by Luc Van Haver
In 2014, everything had to be disruptive: technology, business models, innovation, my mother-in-law and even the barking of my dog. Disruptive sells, disruptive is cool. Disruptive was probably the word most commonly used by marketers in 2014. I was never a fan. I like audacious better.
Let’s first taste the word. Audacious. Almost delicious:
- showing a willingness to take surprisingly bold risks.
- “a series of audacious takeovers”
- Bold, daring, fearless, intrepid, brave, courageous, valiant, heroic, plucky
That’s more like it. Audacious is simply put the mother of disruptive. No disruptive without audacious. Although it might have a connotation of lack of responsibility, putting too much money at stake not knowing what the outcome of the adventure will be, it is audacious that caused multiple revolutionary changes.
It is true that a lot of brave people ceased being audacious due to budgetary reasons in the past. The future will perhaps offer them new opportunities. “If you want to increase innovation, lower the cost of failure”, Joi Ito stated recently (Joichi “Joi” Ito, 伊藤 穰一 Itō Jōichi, born June 19, 1966, is a Japanese-American activist, entrepreneur, venture capitalist and Director of the MIT Media Lab. Ito has received recognition for his role as an entrepreneur focused on Internet and technology companies and has founded, among other companies, PSINet Japan, Digital Garage and Infoseek Japan.
That is exactly what cloud computing can offer. A lower cost of failure. Cloud computing can power your audacious idea to the extent that in case of failure, the cost of getting drunk the day you realize you failed will probably be higher than the amount you spent on IT infrastructure trying to succeed.
Audacious is going to be the 2015 buzzword. Be audacious!