it's in you.co.za

“Reach out and touch someone.”-AT&T

“Vorsprung durch technik.”-Audi

“Ah, Bisto!”-Bisto

“The quicker picker-upper.”-Bounty

“A little dab'll do ya.”-Brylcreem

“Have it your way.”-Burger King

“Where do you want to go today?”-Microsoft

“It's Miller time!”-Miller

“It's everywhere you want to be.”-Visa

“Drivers wanted.”-Volkswagen

• The 40 Year-Old Virgin: "The longer you wait, the harder it gets."
  Created by Crew Creative Advertising
• Crash: "Moving at the speed of life, we are bound to collide with each other."
  Created by Mark Woollen & Associates
• Saw II: "Oh yes, there will be blood."
  Created by Lions Gate Entertainment
• Tim Burton's Corpse Bride: "There's been a grave misunderstanding."
  Created by BLT & Associates, Inc.
• Wedding Crashers: "Life's a party. Crash it."
  Created by Dawn Patrol

On August 20, 1980, Reinhold Messner and Peter Habeler were the first to summit Mount Everest without the use of bottled oxygen. They accomplished this amazing feat by doing what no other expedition had ever done. They carried all of their own gear, did no route preparation, and did not use supplemental oxygen.  They were successful where others were not, because they approached the problem from a different angle.  After years of climbing experience, they recognized that their two greatest assets were agility and improvisation in the face of constant change.  This philosophical shift enabled them to not only succeed, but to innovate, while others had attempted only to survive.

In today’s social web space, there’s also been a shift towards agility and improvisation, and just like Messner and Habelar, designers and developers that adapt and embrace these new conditions will succeed in creating the future of the web.