The Creative's 11th Hour...

"It goes on and on and on and on..." croons Steve Perry.

Yup. The development team and I are sequestered in Skyrocket Developments Open Source Lab, pushing code snippets of PHP, Perl, HTML and javascript through their paces...

It works. It's broke.

It works! Yea!

We're in the midst of developing the final interface and broadcast technologies for RichContent Media Momentum. It's a media optimization and distribution engine for "rich content": video, audio, images and text.

We've been developing it over the last few years, with real focus coming together this last 18 months.

Why? And what the heck does this have to do with the creative process?

Because we need to do this. And: Lots.

I founded an ecommerce company in 1998, and sold it in 1999. Then divorced and went through the whole rewriting of my life and hard drive.

I had a budget of $2500-$3000 per month for purchasing domains back then (those were the days of $70 domains).

I wasn't speculating. I wanted to build that many companies (as an internet incubator).

One of those names was ExitPath.com (because I've started and sold a business every 18-36 months ever since 1986). PerfectCars.com (because I love automobiles... even started a performance electric car company in '96 called LightningRods). Liquid8.com (building that this year).

So here we are in 2007. Broadband is ubiquitous. Google and Microsoft are building datacenters just 90 minutes away from us here in Portland.

And RichContent can now come out and play. And optimized correctly, good rich content will get your web site on top of the rankings, and saturate the search engines in less than 7 days.

And that's important.

If you're an online retailer. Or a brick and mortar player competing with industry giants. Or a politician who is underfunded.

So it goes live next week. And you'll get to see how ThoughtOffice helped our team develop, brand, expand-on and clarify this process.

So... watch this space for more on the launch, and why so much creativity comes down to the last pass, the final 4, the 11th hour.

Best of success to you,
Mark Alan Effinger
EntreVangelist.