‘Encourage product experimentation’

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Wednesday, August 24, 2011

THE difference between the creative industry and other industries is its uncertainty in the supply and demand side, an Australian researcher has said.

Jason Potts, principal research fellow of the ARC Centre of Excellence in Creative Industries and Innovation in Brisbane, Australia, told participants of the National High Level Forum on Innovation and the Creative Industries Ecosystem that unlike other industries, one cannot make forecasts when it comes to creative industries.

This, he said, could be a difficult market for entrepreneurs.


For a product to succeed, Potts said experimentation should be encouraged for the industry.


He explained that experimentation is learning how to deal with the uncertainty.

“You’ll have to try again if it doesn’t work. It’s hard to get it right the first time,” Potts said.

Another way to gain from experimentation is to learn from others who have also experimented.

It is in this area that Potts said the government can have a role, saying the government can facilitate the learning for the industry stakeholders by setting up the structure for the sharing to take place.

Potts spoke on the topic of the market for creative products.

His fellow speaker, Brendan Rawson, director of cultural participation of the 1st ACT in Silicon Valley, also said creative products do not have to be exported to rake in profits.

“There is tremendous opportunity to bring in dollars here,” Rawson said, saying Cebu could attract a certain type of tourists by introducing Cebu as an area for creatives, much like what some US cities are known for.

Rawson also said the Philippines can take advantage of the creative Filipino community abroad by also getting access to their markets.

He suggested that efforts be made to make the downtown area a “retail experience” for shoppers.

He admitted he did not know much about Cebu and said officials had the opportunity to shape an outsider’s understanding of what Cebu has to offer.

Published in the Sun.Star Cebu newspaper on August 24, 2011.


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