The scene; a bright, brisk, winter day. The place; New York City. The year; circa 2012.

And, action!

Starbucks current app, allowing users to pay via iPhone

A handsome 20-something (maybe the author of this very blog) is strolling down 5^th Avenue when he passes a Starbucks. This hunk glances in and continues on his way – until! – a vibration on his iPhone signals an alert. Through the Starbucks Locator App he downloaded months ago, this young man receives a scan-able coupon for a free scone to accompany his typical (that’s key) Chai Latte. “You know what,” he thinks to himself, “that sounds pretty good right about now.” The young man, in need of a warm beverage on a chilling (another key) winter day, stops in his tracks and enters the Starbucks.

When the barista rings up the young man’s order, she scans the bar code on his iPhone for the free scone, reinforcing the effectiveness of the GPS Enabled Advertising System, as well as the confidence of the consumer that “Wow, Starbucks cares.”

Are you freaked out yet?

Maybe this scene isn’t all to far into the future, but it is overwhelmingly apparent that our industry needs to break out of the mass-marketing frenzy we’ve been in ever since Bill Bernbach told us to “Think Small”, and adopt strategies that target the fractured niches consumers have developed through new media. These campaigns, at first, may not target the individual (as in the example) but with a wealth of detailed information on consumer location, demographics, shopping tendencies, and yes, current weather – why couldn’t they?

Consumers are no longer looking for the prettiest logos or the most environmentally sound corporations (although, if you’re not – that’s a good start), more so, they are asking what value a brand can add to their life. Starbucks, in the example, is directly adding value to this young man’s life in a very literal way. A real life example; H&R Block’s new product offering, H&R Block Best of Both Worlds, where consumers can fill out tax forms online and have them double-checked by H&R staffers before submission. A direct value for consumers that will not only spark H&R’s sales, but – and this will be increasingly important – will also strengthen the integrity of the brand. Yet another example; Visa, allowing consumers to track their budgets on the go via they’re own application. Get it?

Yes Don, the future is scary – but at the same time, I believe we have never been more prepared for success.

Curb Your Enthusiasm's Jeff Garlin and Larry David

Larry David once said, “This is what happens when you run out of nothing.” Not that I’ve run out of the rants, raves and/or opinions I’ve been posting for the past few weeks – but good ol’ LD has made me step back and think about what I’ve been publishing to the world. Sometimes nothing can be good (Seinfeld, Curb) but at what point does the audience crave something?

Since there is a nonexistent barrier to enter the blogging world, anyone with an internet connection can become the next Perez Hilton. The more the merrier, yes, but is anyone trimming the fat from the millions of blogs out there? Probably not – and this is where Larry David comes in; I’m going to start trimming my own fat. Gross, I know.

I have stated before that we all must work harder to achieve our goals in 2010, and that’s precisely what I’m going to do with this blog as well. More creative, more innovative, less fluff (maybe a little fluff here and there – just less).

While this is my plan, as you know from the Most Influential Person of the Decade post – I truly value what you have to say as well. What would you like to see more of on the Unemployment Line? Fluff (personal tales) or Stuff (industry spit)? Drop a line below or shoot an e-mail to the official Unemployment Line mailbox.

That’s how I do’s it, Larry.

Welcome to 2010, friends

It was a great break, wasn’t it? If you followed the advice offered in The Unemployment Line’s Holiday Poem, you would have let yourself take a break from the job-board checking, e-mail watching, cover letter writing frenzy that you’ve had yourself in, and enjoyed the holiday spirit. I’m sure eggnog was consumed, some cookies may have even been digested – but that was so 2009 – this is Twenty Ten.

What does that mean for us on the Unemployment Line? Well, not much – yet. In the coming weeks, though, budgets will be allocated, numbers will be crunched and (hopefully) employment will begin to rise. If you were lean enough to survive The Winter of Waiting, get ready for The Winter Shake Up. Opportunities will begin to surface, but it will take more than hitting ‘send’ to land your next gig.

In a post by Bart Cleveland on AdAge today, he states, “Resolve means that no matter how dark the storm clouds, you’re going to sail on. This requires courage. And passion. And commitment.” Not only is resolve the ideal word to summarize 2009 for Bart; resolve is the perfect word for The Winter Shake Up. Yes, we rang in the New Year and put a stake in the Great Recession – but employment will not happen automatically.

As Bart’s post implies, it’s going to take guts.