A large brand will typically spend between 10 and 20 percent of their media buy on creative,” DeJulio explains. “So if they have a $500 million media budget, there’s somewhere between $50 to $100 million going toward creating content. For that money they’ll get seven to ten pieces of content, but not right away. If you’re going to spend $1 million on one piece of content, it’s going to take a long time — six months, nine months, a year — to fully develop. With this budget and timeline, brands have no margin to take chances creatively.” By contrast, the Tongal process: If a brand wants to crowdsource a commercial, the first step is to put up a purse — anywhere from $50,000 to $200,000. Then, Tongal breaks the project into three phases: ideation, production, and distribution, allowing creatives with different specialties (writing, directing, animating, acting, social media promotion, and so on) to focus on what they do best. In the first competition — the ideation phase — a client creates a brief describing its objective. Tongal members read the brief and submit their best ideas in 500 characters (about three tweets). Customers then pick a small number of ideas they like and pay a small portion of the purse to these winners. Next up is production, where directors select one of the winning concepts and submit their take. Another round of winners are selected and these folks are given the time and money to crank out their vision. But this phase is not just limited to these few winning directors. Tongal also allows anyone to submit a wild card video. Finally, sponsors select their favorite video (or videos), the winning directors get paid, and the winning videos get released to the world. Compared to the seven to ten pieces of content the traditional process produces, Tongal competitions generate an average of 422 concepts in the idea phase, followed by an average of 20 to 100 finished video pieces in the video production phase. That is a huge return for the invested dol

It is important to remember that in 1953 none of the technology for these futuristic journeys existed. No one knew how to go that fast and survive. Even the most optimistic die-hard visionaries did not expect a lunar landing any sooner than the proverbial “Year 2000.” The only voice telling them they could do it was a curve on a piece of paper. But the curve was right. Just not politically correct. In 1957 the USSR launched Sputnik, right on schedule. Then US rockets zipped to the Moon 12 years later. As [Damien] Broderick notes, humans arrived on the Moon “close to a third of century sooner than loony space travel buffs like Arthur C. Clarke had expected it to occur.

While short-term job loss is the inevitable and often painful result of demonetization and dematerialization, the long-term payoff is undeniable: goods and services once reserved for the wealthy few are now available to anyone equipped with a smart phone — which, these days, thankfully, includes the rising billion.