Back to the March 2008 Newsletter

Sources

http://theperformanceinterviews.com/

After 10 years in business, Value Click Media, one of the first online advertising networks and early pioneers of applying performance-based pricing methods to the ad network, engaged with 57 major leaders in online advertising to deeply understand the definition of performance. These leaders share their enlightening perspectives on the definition of performance, what it means to perform, and examples of who embodies performance.

The quest to understand the definition of performance is laced with subtleties. Perspective is the key to understanding, according to Value Click. The Performance Interviews is the interpretation of performance, according to the perspectives of some of the leading minds in online advertising.

When asked "What is performance?" responses ranged from a dictionary definition to more creative answers. "Performance is testing and refining. Seventy percent is what you know or what you think you know will work; twenty percent is risk taking and innovation; ten percent is learning and optimizing and trying it all over again," says Carrie Lane, SVP Online Media Director, International Media.

When asked to provide examples where performance is demonstrated in daily living, respondents chose illustrations of physical endurance including challenges such as fencing, kickboxing, kite boarding or marathon running. Bill Jeffries, VP of Business Development for Demand Media related his performance based hobby to business:
"I think rock climbing is a great analogy to performance in the work place. If you think about a big climb, it starts off with a vision and idea. It's usually a little ambitious. It's usually a little scary. There are some knowns, but there are usually as many unknowns as knowns. Then you undertake a process to plan for the climb, to figure out logistics, to get the gear organized, to pick the right partner. Then you embark on the climb and the climb is very demanding and requires a lot of focus. It is challenging on many levels, requires problem solving, creativity, dedication. To a certain extent you're playing off fear and adrenaline. With the right execution, you can succeed. Sometimes you don't succeed, you fall and you have to climb up again. At the end of the day, if you're lucky and successful and focused, you perform optimally and you reach the top. All those things sort of have to come together in a climb and I think a lot of those themes ring true in business. I see the two worlds as being very similar to the amount of focus and dedication to succeed in the work place and to succeed professionally."

To hear more from the performance interviews, and to surely be inspired please log on and visit http://theperfomanceinterviews.com/