Why is the media so fascinated with the next next?

Over the last few months we’ve visited several brands, agencies and consultancies and a recurring theme that comes from the conversations is some urgent need to find or create the next YouTube or MySpace. Yesterday we presented a forthcoming PSFK related project to a phone manufacturer and one of the questions was how big can this grow? The answer was that we are building something new that we love with people who love what they’re doing – of course, we check it can scale – but we believe that it is impossible to set out to become the next Flickr, YouTube or MySpace because none of those sites set out to be what they became anyway. We’re just building something we’re very excited about and we hope others will be excited about.

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