Martyn Ware’s "Quick 5" on how entrepreneurs can succeed in the digital space

 The XMediaLab series is where SMNZ teams up with the folks at XMediaLab to show you examples of how leaders in the creative and digital industry are embracing the web and technology. For more about what they do you can visit their website.We asked Martyn Ware, the co-founder of Human League and Heaven 17 (who has sold 50 million records in his stellar 27 year career to date) 5 quick questions about how to succeed in the exciting digital space. Here's what he shared with us:1. What is the one standout characteristic you think makes an entrepreneur successful in the digital media space?I suppose the ability to 'freethink' – there are so many new techniques and technologies emerging that the possibilities are multiplying every day – it needs an ability to see future connections that distinguishes true innovation from merely an efficient rehash of existing models.2. What is one mistake from which every entrepreneur should learn?Don't forget that the point ultimately is to make money – but hopefully this can be achieved by inspiration rather than naked greed…Too many new digital entrepreneurs believe that to be cool is enough – it's not.3. How would you describe some of the similarities and differences in the evolution of digital media compared with that of 'traditional' media?Digital media relies much less on manufacturing skills and capabilities, and more on sourcing and nurturing a talented workforce – the main difference between this and 'traditional media' is that often overheads in digital media can be kept relatively low, and the employed workforce can expand and contract to accommodate different sizes of project – also the 'clumping together' of smaller practices to create extraordinary projects is much more common…so I would say that social aspects play a great part in the maintenance of goodwill and a flexible approach.In other words, the world of digital media needs to be (and tends to be) more creatively agile and less pinned down than traditional media.4. What will you want people to take away from your session at Global Media Ideas?Inspiration! - a lot of companies talk the talk about innovation, and speak in a language which they often don't fully understand and unfortunately tends to become cliché-ridden if not treated carefully. I believe that true innovation in larger companies needs an open attitude, together with some funding for research that doesn't necessarily translate into short term 'return on investment'.To develop digital media practice in the future will require and increasing willingness to collaborate and innovate – this takes daring and a willingness to change attitudes at an increasingly accelerated rate5. Most recent advancement in music has been electronic; what other types of innovation, techniques or behaviour will contribute to this space?More and more musical artists are looking to become involved in the holistic view of how they are perceived in a media-proliferating world. This used to manifest itself as 'curating' artwork and/or video accompaniment – this will now transcend into multiple forms of expression, making use of the huge amount of processing power that we personally possess, thereby enabling the average musical artist to create a more multiplatform, 360-degree expression of their work using the astounding digital tools (and friends with multiple skillsets) at their disposal. [Original post can be found over at XMedialab][Image Source]