Just as canaries were used in early coal mines to detect the presence of potentially lethal methane and carbon monoxide, we’ve been developing a theory that Creative Industries (Advertisting, Marketing, Design, Branding, etc) are also sensitive to changes in market conditions that may provide forewarning and detection of unhealthy market conditions.
The life of a canary in a coal mine could be described as short but meaningful. The role of the canaries was to detect small amounts of dangerous gasses to save the lives of the miners. So as long as the birds kept singing, the miners keep digging. The application of canaries in this example, whilst not particularly humane, is highly practical.
Another way to look at the role of the ‘canary in the coalmine’ is how a stoic little bird will keep singing, despite having control over it’s fate – it has to experience life’s dangers without compromise. This willingness to face danger and challenge has helped the expression to remain part of modern lexicon and applied well when considering other alternatives and future changes.
As a creative company, Urban Voyage has the opportunity to be at the ‘coalface’ of business so see firsthand the challenges and opportunities facing our customers and partners. New Zealand is certainly not isolated from Global events and a small ripple can have large consequences for a small Nation. The dynamics become particularly interesting when considering that many New Zealand companies rely on exporting and income from overseas customers/markets. How then can a creative company provide insights into the nuances and indicators provided in the ‘market atmosphere’?
Some smart corporations use this strategy for assessing market conditions for future growth or reduction. An example of this is a small company used to ‘test the waters’ for a new product line, allowing the business to evaluate the feasibility of the product/services without risking a large investment. By working closely with a company like Urban Voyage, you can avoid problems down the road or benefit from a jump on the competition.
Small creative companies act as excellent agents for larger companies in the development, prototyping, testing, release and support of products and services. The ‘rules of the game’ have changed and what worked in the past has no guarantee of working today. Companies and strategies must be adaptable and flexible – allowing for unseen or unplanned events.
We propose that market conditions globally are going to continue to remain difficult at best and those that adapt the fastest will come out as winners. The team at Urban Voyage have the skills and experience to help turn your project into a success – one that creates ongoing value and profits.
Well, the 2009 Monaco Yacht Show has drawn to a close with the sounding of the horns! Our impressions of this year’s show are mixed with many positive reviews from businesses and quite a few new builds being signed up during the show.
We share the view that Peter has that people simply don’t trust companies anymore. 
