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data-created_by=\"avia_inline_auto\" id=\"style-css-av-lfz69bgc-4eff5979231cd71cc7834e9320708be0\">\n#top .av_textblock_section.av-lfz69bgc-4eff5979231cd71cc7834e9320708be0 .avia_textblock{\ncolumn-count:2;\ncolumn-gap:5%;\n}\n\n@media only screen and (max-width: 767px){ \n#top .av_textblock_section.av-lfz69bgc-4eff5979231cd71cc7834e9320708be0 .avia_textblock{\ncolumn-count:1;\n}\n.av_textblock_section.av-lfz69bgc-4eff5979231cd71cc7834e9320708be0 .avia_textblock.av_multi_colums > p:first-child{\nmargin-top:0.85em;\n}\n}\n<\/style>\n<section  class='av_textblock_section av-lfz69bgc-4eff5979231cd71cc7834e9320708be0 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_multi_colums'  itemprop=\"text\" ><p>Nachruf auf MTV und der Beginn der Post-Linearen \u00c4ra<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-mjwtd8sw-c8231e759fb2b6ba3218175a5d3f59d8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><em><b>In Eile?<br \/>\nHier ist das Wichtigste in 30 Sekunden (tl;dr):<\/b><\/em><\/p>\n<p>Es ist der 31.12.2025 und MTV ist Geschichte.<br \/>\nMein Fazit als Stratege:<br \/>\nMTV starb, weil es \u201eentb\u00fcndelt\u201c wurde (Musik zu Spotify, Clips zu YouTube) und sein \u201eWarum\u201c verga\u00df.<br \/>\nWas ich von Ray Cokes und dem Bundesheer f\u00fcr mein Business lernte?<br \/>\nDass Unperfektheit (MVP) Vertrauen schafft, Kreativit\u00e4t Grenzen braucht und man sich nie auf fremde Plattformen verlassen darf.<br \/>\nBaut eure eigene Infrastruktur!<\/p>\n<p>Lies hier die ganze Analyse<\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lfz87ee0-6259f3cd6363912c398b684d40177ae2\">\n.avia-section.av-lfz87ee0-6259f3cd6363912c398b684d40177ae2 .av-parallax .av-parallax-inner{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/www.herzbluat.at\/wp-content\/uploads\/2025\/12\/251231-Video-kills-the-radio-stars-rip-mtv-scaled.webp);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='headline'  class='avia-section av-lfz87ee0-6259f3cd6363912c398b684d40177ae2 main_color avia-section-default avia-no-border-styling  avia-builder-el-6  el_after_av_section  el_before_av_section  av-parallax-section avia-bg-style-parallax av-minimum-height av-minimum-height-75 av-height-75  container_wrap fullsize'  data-section-bg-repeat='no-repeat' data-av_minimum_height_pc='75' data-av_min_height_opt='75'><div class='av-parallax' data-avia-parallax-ratio='0.3' ><div class='av-parallax-inner main_color avia-full-stretch'><\/div><\/div><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lfz671n9-d4a0fe3ef1beec4a5918e149d834e1a7\">\n#top .av-special-heading.av-lfz671n9-d4a0fe3ef1beec4a5918e149d834e1a7{\npadding-bottom:10px;\ncolor:#ffffff;\n}\nbody .av-special-heading.av-lfz671n9-d4a0fe3ef1beec4a5918e149d834e1a7 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lfz671n9-d4a0fe3ef1beec4a5918e149d834e1a7 .special-heading-inner-border{\nborder-color:#ffffff;\n}\n.av-special-heading.av-lfz671n9-d4a0fe3ef1beec4a5918e149d834e1a7 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lfz671n9-d4a0fe3ef1beec4a5918e149d834e1a7 av-special-heading-h1 custom-color-heading blockquote modern-quote  avia-builder-el-7  avia-builder-el-no-sibling '><div class='av_custom_color av-subheading av-subheading_above'><p>Ein strategisches Manifest zum Ende einer \u00c4ra<\/p>\n<\/div><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >Video Killed the Radio Star, aber TikTok t\u00f6tete den Video Star:<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-y50i0i-7600f3c8c13c30ca419169defa642cf7 main_color avia-section-default avia-no-border-styling  avia-builder-el-8  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-wf19xu-0f645681e8cdcb924e257af21a207c9e av_one_full  avia-builder-el-9  el_before_av_one_half  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ucklb6-928214015dc940c0f31124ddcb7b1365\">\n#top .av-special-heading.av-ucklb6-928214015dc940c0f31124ddcb7b1365{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-ucklb6-928214015dc940c0f31124ddcb7b1365 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-ucklb6-928214015dc940c0f31124ddcb7b1365 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-ucklb6-928214015dc940c0f31124ddcb7b1365 av-special-heading-h2  avia-builder-el-10  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >1.0 &#8211; Intro:<br \/>\nDas Rauschen der Stille (31.12.2025)<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-10mtyy7-5863cdc5ed4da8ecdeaf853aec6b44a1\">\n#top .hr.hr-invisible.av-10mtyy7-5863cdc5ed4da8ecdeaf853aec6b44a1{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-10mtyy7-5863cdc5ed4da8ecdeaf853aec6b44a1 hr-invisible  avia-builder-el-11  el_after_av_heading  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div><div  class='flex_column av-y7g7cw-53f3cda469ddc0fa3d502189c500c330 av_one_half  avia-builder-el-12  el_after_av_one_full  el_before_av_one_half  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-vrmrmo-ceed8b25c5b201cf16e7c677f49a59d3\">\n#top .av-special-heading.av-vrmrmo-ceed8b25c5b201cf16e7c677f49a59d3{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-vrmrmo-ceed8b25c5b201cf16e7c677f49a59d3 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-vrmrmo-ceed8b25c5b201cf16e7c677f49a59d3 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-vrmrmo-ceed8b25c5b201cf16e7c677f49a59d3 av-special-heading-h3  avia-builder-el-13  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >Es ist der 31. Dezember 2025. <\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-uj6z1c-6efaa2335c06123db50669cd74cd40ac\">\n#top .hr.hr-invisible.av-uj6z1c-6efaa2335c06123db50669cd74cd40ac{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-uj6z1c-6efaa2335c06123db50669cd74cd40ac hr-invisible  avia-builder-el-14  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-tcshc0-612f6de40cb769f725a30e09ee6cf109 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>W\u00e4hrend drau\u00dfen die ersten verfr\u00fchten Silvesterraketen den \u00f6sterreichischen Himmel erleuchten, sitze ich hier, im Wohnzimmer, und starre auf einen Bildschirm, der gleich Geschichte schreiben wird. Oder besser gesagt: Geschichte l\u00f6schen wird. Um Punkt Mitternacht, wenn die Sektkorken knallen und wir uns \u201eProsit Neujahr\u201c w\u00fcnschen, endet im deutschsprachigen Raum eine \u00c4ra, die mein Leben \u2013 und das Leben meiner gesamten Generation \u2013 wie keine andere gepr\u00e4gt hat. Die linearen Musiksender von MTV stellen ihren Betrieb ein.<\/p>\n<p>Das ist kein technischer Glitch. Das ist kein vor\u00fcbergehender Ausfall. Es ist der finale Herzstillstand eines Medienorganismus, der 44 Jahre lang den Takt der globalen Jugendkultur vorgegeben hat. MTV Music, MTV 80s, MTV 90s \u2013 sie alle werden schwarz. \u00dcbrig bleibt ein Rumpfprogramm aus Reality-TV, <em>Catfish und Ridiculousness<\/em> auf dem Hauptsender, w\u00e4hrend die Musik endg\u00fcltig ins digitale Nirwana von YouTube, TikTok und Spotify abwandert.<\/p>\n<p>F\u00fcr einen Strategieberater und Herzblut-Marketer wie mich ist dieser Moment mehr als nur sentimentale Nostalgie. Es ist eine <b>Live-Autopsie eines Gesch\u00e4ftsmodells<\/b>. Es ist der ultimative Beweis f\u00fcr die brutale Wahrheit der Disruption: Was dich heute zum K\u00f6nig macht, ist morgen dein Grabstein, wenn du den \u201ePivot\u201c verpasst.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-82lb8e-9115ceb984ecc258cb6f593c2a2be9f2 av_one_half  avia-builder-el-16  el_after_av_one_half  avia-builder-el-last  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6ei15a-6b4593b83087bda9773ebba4f28845cc\">\n#top .av-special-heading.av-6ei15a-6b4593b83087bda9773ebba4f28845cc{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-6ei15a-6b4593b83087bda9773ebba4f28845cc .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-6ei15a-6b4593b83087bda9773ebba4f28845cc .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-6ei15a-6b4593b83087bda9773ebba4f28845cc av-special-heading-h3  avia-builder-el-17  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >Ich bin Gregor Wimmer, Baujahr 1975.<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3tame6-e3d9d12716e9e548e48241487a31ecdc\">\n#top .hr.hr-invisible.av-3tame6-e3d9d12716e9e548e48241487a31ecdc{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-3tame6-e3d9d12716e9e548e48241487a31ecdc hr-invisible  avia-builder-el-18  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-2pxfvi-9199b21b8415c2c6772389a452e4803e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Ich bin ein Kind der analogen Welt, das in der digitalen Welt erwachsen wurde. Meine Biografie ist keine gerade Linie, sondern ein Zickzackkurs durch die technologische und kulturelle Evolution der letzten f\u00fcnf Jahrzehnte. Von den gr\u00fcnen Phosphor-Bildschirmen in Dubai bis zu den High-Speed-Glasfasernetzen von heute; vom J\u00e4gerregiment 4 bis zur kreativen Spielwiese der Werbeagenturen und der knallharten Business-Realit\u00e4t als Unternehmensberater.<\/p>\n<p>Dieser Text ist kein gew\u00f6hnlicher Blog-Post. Es ist ein <b>Manifest<\/b>. Auf den folgenden Seiten werde ich nicht nur in Erinnerungen schwelgen. Ich werde meine Biografie zerlegen und die strategischen \u201eNuggets\u201c extrahieren, die darin verborgen liegen. Wir werden lernen, warum Ray Cokes der erste Agile Coach war, warum David Hasselhoff das beste Beispiel f\u00fcr opportunistisches Marketing ist und warum die \u201eLiwest-Box\u201c in meinem Garten in Leonding mehr \u00fcber Plattform\u00f6konomie lehrt als so manches MBA-Studium.<\/p>\n<p>Holen Sie sich einen Kaffee \u2013 oder besser, eine Flasche &#8222;Himbeer Keli&#8220; oder \u201eCrystal Pepsi\u201c, wenn Sie noch eine finden. Es wird eine lange Nacht. Es wird ausf\u00fchrlich. Es wird pers\u00f6nlich. Und hoffentlich lernen wir etwas daraus, bevor der Bildschirm endg\u00fcltig schwarz wird.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-r9301s-8a2eccef88a964b1cd087dabcf9c11a9 main_color avia-section-default avia-no-border-styling  avia-builder-el-20  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-pog19s-a54b5c2e70ac5fb8abab1ffea9068ada av_one_full  avia-builder-el-21  el_before_av_one_half  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtusbz5-66a9866ff61dbc3d583d8d309b06ba6b\">\n#top .av-special-heading.av-mjtusbz5-66a9866ff61dbc3d583d8d309b06ba6b{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtusbz5-66a9866ff61dbc3d583d8d309b06ba6b .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtusbz5-66a9866ff61dbc3d583d8d309b06ba6b .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtusbz5-66a9866ff61dbc3d583d8d309b06ba6b av-special-heading-h2  avia-builder-el-22  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >2.0 &#8211; Dubai in den 80ern:<br \/>\nDas Reuters-Terminal und die Hardware der Wahrheit<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-oopljk-82358b08409d4e5ae390b3ec3a0454af\">\n#top .hr.hr-invisible.av-oopljk-82358b08409d4e5ae390b3ec3a0454af{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-oopljk-82358b08409d4e5ae390b3ec3a0454af hr-invisible  avia-builder-el-23  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtuug47-7e8a15b3d866bdb830620da34c3f730a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Um zu verstehen, warum das Ende von MTV im Jahr 2025 so signifikant ist, m\u00fcssen wir zur\u00fcck zu den Anf\u00e4ngen meiner Informationsaufnahme. Wir schreiben die 1980er Jahre. Der Ort: Dubai.<\/p>\n<p>Damals war Dubai noch nicht die glitzernde Cyberpunk-Metropole der Influencer und Krypto-Million\u00e4re. Es war eine W\u00fcstenstadt, ein Au\u00dfenposten, gepr\u00e4gt von Expat-Communities, dem Jebel Ali Freihandelshafen, unserem Hotel Jebel Ali, Hitze und dem Gef\u00fchl, am Rande der Zivilisation und doch mitten im Zentrum des globalen Handels zu sein. Mein Vater arbeitete dort, und ich, der kleine Gregor, wurde in eine Welt geworfen, die bereits \u201eglobalisiert\u201c war, bevor das Wort \u00fcberhaupt in den Duden aufgenommen wurde.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-lut9cw-87c7b8fd1818e0257fbc10c7cbd70273 av_one_half  avia-builder-el-25  el_after_av_one_full  el_before_av_one_half  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtuusox-defa1e833a8d2ba698dbccc2a0fc32b1\">\n#top .av-special-heading.av-mjtuusox-defa1e833a8d2ba698dbccc2a0fc32b1{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtuusox-defa1e833a8d2ba698dbccc2a0fc32b1 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtuusox-defa1e833a8d2ba698dbccc2a0fc32b1 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtuusox-defa1e833a8d2ba698dbccc2a0fc32b1 av-special-heading-h3  avia-builder-el-26  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >2.1 Der gr\u00fcne Schimmer der Macht<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ldqz5s-b53408db73a26ac9c4a858b09587e97d\">\n#top .hr.hr-invisible.av-ldqz5s-b53408db73a26ac9c4a858b09587e97d{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-ldqz5s-b53408db73a26ac9c4a858b09587e97d hr-invisible  avia-builder-el-27  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtux9jx-371e6b975af8d17fbefa623f968a1ca9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Das pr\u00e4gendste Artefakt dieser Zeit war f\u00fcr mich nicht der Sand oder die Souks, sondern ein technisches Ger\u00e4t, das in den B\u00fcros der Macht stand: <b>Das Reuters Monitor Terminal<\/b>.<\/p>\n<p>F\u00fcr die Generation Z, die mit Retina-Displays und 120-Hz-OLEDs aufgewachsen ist, ist es schwer, die Faszination dieses Ger\u00e4ts zu beschreiben. Es war ein massiver Kasten, schwer, industriell, gebaut f\u00fcr die Ewigkeit. Der Bildschirm leuchtete nicht in 16 Millionen Farben. Er kannte nur eine Farbe: Gr\u00fcn.<\/p>\n<p>Dieses \u201eGreen Screen\u201c-Leuchten, erzeugt durch P1-Phosphor, hatte etwas Hypnotisches. Es war die Farbe des Geldes, die Farbe der Information. In einer Zeit ohne Internet war dieses Terminal die einzige Nabelschnur zur Weltwirtschaft.<\/p>\n<p><b>Strategisches Nugget #1: Die Hardware als Burggraben (The Moat)<\/b><\/p>\n<p>Aus heutiger Business-Sicht ist das Reuters-Terminal der 80er Jahre ein perfektes Beispiel f\u00fcr eine <b>\u201eWalled Garden\u201c-Strategie<\/b>. Reuters verkaufte nicht einfach Daten. Sie verkauften den Zugang. Man konnte die Finanzdaten nicht auf einem Commodore 64 oder einem fr\u00fchen IBM PC abrufen. Man brauchte ihre Hardware. Das Terminal war der \u201eDongle\u201c f\u00fcr die Information.<\/p>\n<p>Das System bestand aus einem propriet\u00e4ren Mini-Computer (PDP8), der bis zu 20 Leiterplatten enthielt. Es war so schwer, dass die Installation oft logistische Wunder erforderte. Aber genau diese Schwere, diese Physis, war Teil des Gesch\u00e4ftsmodells.<\/p>\n<ul>\n<li><b>Lesson:<\/b> Wenn du die Infrastruktur kontrollierst, kontrollierst du den Markt. Reuters hatte einen Burggraben um sein Produkt gezogen, der aus Hardware bestand.<\/li>\n<li><b>Transfer auf 2025:<\/b> MTV versuchte sp\u00e4ter \u00e4hnliches. Ihr \u201eTerminal\u201c war der Kabelanschluss. Solange sie die exklusive Pipeline in die Wohnzimmer waren, konnten sie diktieren, was wir h\u00f6ren. Aber sobald die Infrastruktur \u201eoffen\u201c wurde (Internet), brach das Monopol. Die Lehre? <b>Hardware-Monopole sind extrem profitabel, aber sie sind anf\u00e4llig f\u00fcr technologische Substitution.<\/b> Wer heute auf propriet\u00e4re Hardware setzt (denken wir an VR-Brillen oder geschlossene Smart-Home-Systeme), spielt dasselbe Spiel wie Reuters damals. Es funktioniert, bis es pl\u00f6tzlich eine Software-L\u00f6sung gibt, die auf jeder Hardware l\u00e4uft.<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-jdcga8-29268493d7cccac127d380aa4185b3f9 av_one_half  avia-builder-el-29  el_after_av_one_half  avia-builder-el-last  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h3gx68-106f852724a9f5633d1cfe1be7015065\">\n#top .av-special-heading.av-h3gx68-106f852724a9f5633d1cfe1be7015065{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-h3gx68-106f852724a9f5633d1cfe1be7015065 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-h3gx68-106f852724a9f5633d1cfe1be7015065 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-h3gx68-106f852724a9f5633d1cfe1be7015065 av-special-heading-h3  avia-builder-el-30  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >2.2 Die UX-Revolution: A-Z statt QWERTY<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-fcrrgg-eddbd460592c7ba6f17f0dc164cc200a\">\n#top .hr.hr-invisible.av-fcrrgg-eddbd460592c7ba6f17f0dc164cc200a{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-fcrrgg-eddbd460592c7ba6f17f0dc164cc200a hr-invisible  avia-builder-el-31  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-dswg1s-aa5548c612e89d0b1642dc51f9fabdf4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Ein Detail am Reuters-Terminal hat sich mir tief eingebrannt und dient mir bis heute als Parabel f\u00fcr User Experience (UX) Design. Die Tastatur. Jeder, der heute tippt, nutzt das QWERTY (oder im Deutschen QWERTZ) Layout. Es ist der Standard. Aber das Reuters-Terminal der 80er hatte eine <b>Tastatur mit alphabetischer Anordnung (A-Z)<\/b>.<\/p>\n<p>Warum? War das ein Designfehler? Nein, es war pure Nutzerzentrierung. Die Zielgruppe waren Trader \u2013 B\u00f6rsenh\u00e4ndler. Harte Typen, die schrien, gestikulierten und unter enormem Druck standen. Diese M\u00e4nner (es waren damals fast nur M\u00e4nner) waren keine Sekret\u00e4rinnen. Sie hatten nie Maschinenschreiben gelernt. F\u00fcr sie war das QWERTY-Layout ein chaotisches Durcheinander. Wenn sie \u201eGOLD\u201c eintippen wollten, suchten sie intuitiv nach dem \u201eG\u201c, dann nach dem \u201eO\u201c. Reuters verstand das. Anstatt zu versuchen, die User umzuerziehen (\u201eLernt tippen!\u201c), passten sie das Interface an die mentalen Modelle der User an.<\/p>\n<p><b>Strategisches Nugget #2: Don&#8217;t make me think (Ergonomie der Gewohnheit)<\/b><\/p>\n<p>Das ist eine Lektion, die ich jedem Start-up heute ans Herz lege. Wie oft sehen wir Apps oder Software, die vom User verlangen, sein Verhalten komplett zu \u00e4ndern?<\/p>\n<ul>\n<li><b>Insight:<\/b> Das Reuters-Keyboard beweist: Design muss den Nutzer dort abholen, wo er ist, nicht dort, wo der Designer ihn haben will.<\/li>\n<li><b>Herzbluat-Takeaway: <\/b>Wenn wir heute Marketingkampagnen f\u00fcr Kunden entwerfen, frage ich immer: \u201eZwingen wir den Kunden, QWERTY zu lernen, obwohl er A-Z denkt?\u201c Barrierefreiheit ist nicht nur eine soziale Frage, es ist eine \u00f6konomische Notwendigkeit. Je geringer die kognitive Reibung, desto h\u00f6her die Conversion.<\/li>\n<\/ul>\n<p>Dubai war f\u00fcr mich der erste Kontakt mit der globalen Vernetzung. Ich sah, wie Informationen in Echtzeit (oder was man damals daf\u00fcr hielt) \u00fcber den Globus flossen. Es legte den Grundstein f\u00fcr mein Verst\u00e4ndnis, dass die Welt ein Dorf ist \u2013 ein Dorf, das von Kabeln und Signalen zusammengehalten wird.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-hrcej4-10d10761c166b5ee600e3a3b046fcae7 main_color avia-section-default avia-no-border-styling  avia-builder-el-33  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-fkftq8-e7f3bdac1b6cf969c3a3e7f2688e316d av_one_full  avia-builder-el-34  el_before_av_one_half  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtv0p04-2c6a456f3a05c0ef53e0ee679af8d24c\">\n#top .av-special-heading.av-mjtv0p04-2c6a456f3a05c0ef53e0ee679af8d24c{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtv0p04-2c6a456f3a05c0ef53e0ee679af8d24c .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtv0p04-2c6a456f3a05c0ef53e0ee679af8d24c .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtv0p04-2c6a456f3a05c0ef53e0ee679af8d24c av-special-heading-h2  avia-builder-el-35  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >3.0 &#8211; Leonding:<br \/>\nDer Liwest-Kasten und die Tyrannei der Auswahl<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ee5u28-19673b984c29b4bd60579752c3ad9a4b\">\n#top .hr.hr-invisible.av-ee5u28-19673b984c29b4bd60579752c3ad9a4b{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-ee5u28-19673b984c29b4bd60579752c3ad9a4b hr-invisible  avia-builder-el-36  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtv2hnm-45ceb3befffea40adc7294a374346143 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Wir spulen vor. Raus aus der W\u00fcste, rein in das gr\u00fcne Herz Ober\u00f6sterreichs. Leonding. Das Einfamilienhaus in Untergaumberg in der Klimtstrasse, einer Sackgasse. Der Garten. Und dort, unscheinbar zwischen den Str\u00e4uchern, stand er pl\u00f6tzlich eines sch\u00f6nen Tages, das n\u00e4chste Monument meiner Mediensozialisation: Der <b>Liwest-Verteilerkasten<\/b>.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-c4kdls-8902f5a60cfa7b6ba1c12407ea404f8f av_one_half  avia-builder-el-38  el_after_av_one_full  el_before_av_one_half  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtv2tsv-3433242407325e0de11c3ba0b1fdbcb1\">\n#top .av-special-heading.av-mjtv2tsv-3433242407325e0de11c3ba0b1fdbcb1{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtv2tsv-3433242407325e0de11c3ba0b1fdbcb1 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtv2tsv-3433242407325e0de11c3ba0b1fdbcb1 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtv2tsv-3433242407325e0de11c3ba0b1fdbcb1 av-special-heading-h3  avia-builder-el-39  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >3.1 Die Anatomie der <span class='special_amp'>\u201e<\/span>Pipe<span class='special_amp'>\u201c<\/span><\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-a53pv4-c6e35f790ea139c77d92b4042161cacf\">\n#top .hr.hr-invisible.av-a53pv4-c6e35f790ea139c77d92b4042161cacf{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-a53pv4-c6e35f790ea139c77d92b4042161cacf hr-invisible  avia-builder-el-40  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-8xwahs-e5db8a5e6cc1505e6099968a9fd3f093 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Die LIWEST (Linz-West) Kabelmedien GmbH, gegr\u00fcndet 1978, war unser Tor zur Welt. In einer Zeit, als viele \u00d6sterreicher noch mit der Zimmerantenne versuchten, ein verschneites Bild von Heinz Konrads zu empfangen, hatten wir zwar schon eine Hochantenne mit FS 1, FS 2, ARD und ZDF, aber nun pl\u00f6tzlich in Leonding Kabelfernsehen. Der graue Kasten im Garten war f\u00fcr mich magisch. Ich wusste, dass in diesem unscheinbaren Plastikgeh\u00e4use Signale aus aller Welt zusammenliefen und dann \u2013 physikalisch greifbar \u2013 durch ein Koaxialkabel in unser Wohnzimmer flossen.<\/p>\n<p>Das war mein erster Kontakt mit dem Konzept der \u201eLast Mile\u201c. Die Satelliten im All konnten senden, was sie wollten. Ohne den Kasten im Garten, ohne das Kabel im Boden, kam nichts an. Liwest besa\u00df den Zugang zum Endkunden.<\/p>\n<p><b>Strategisches Nugget #3: Infrastructure as a Service (IaaS)<\/b><\/p>\n<p>Im R\u00fcckblick war Liwest das Amazon Web Services (AWS) meiner Jugend. Sie produzierten keinen Content (au\u00dfer vielleicht einem lokalen Infokanal). Sie stellten die Infrastruktur.<\/p>\n<ul>\n<li><b>Business Insight:<\/b> Das profitabelste Gesch\u00e4ft ist oft nicht das Goldgraben, sondern der Verkauf der Schaufeln \u2013 oder in diesem Fall: die Vermietung des Weges zur Goldmine.<\/li>\n<li><b>Disruption:<\/b> Heute sehen wir, wie dieses Modell wankt. Mit 5G und Starlink wird die physische Verkabelung (\u201eBuddeln im Garten\u201c) zunehmend obsolet, oder zumindest weniger exklusiv. Liwest hat das erkannt und sich l\u00e4ngst zum Internetanbieter (Glasfaser, Gigabit) gewandelt. Sie haben verstanden, dass \u201eKabelfernsehen\u201c ein sterbendes Produkt ist, aber \u201eConnectivity\u201c ewig lebt.<\/li>\n<li><b>Herzbluat-Strategie:<\/b> F\u00fcr Unternehmen bedeutet das: Definiere dich nicht \u00fcber dein Produkt (\u201eWir machen Kabelfernsehen\u201c), sondern \u00fcber deinen Nutzen (\u201eWir verbinden Menschen\u201c). Wer am Produkt klebt, stirbt mit dem Produkt. Wer den Nutzen versteht, kann pivotieren.<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-7gu528-2bd8c20512e95c7c8205f292440d04c0 av_one_half  avia-builder-el-42  el_after_av_one_half  avia-builder-el-last  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5s5n34-43384849f27794e95b78bb115774e640\">\n#top .av-special-heading.av-5s5n34-43384849f27794e95b78bb115774e640{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-5s5n34-43384849f27794e95b78bb115774e640 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-5s5n34-43384849f27794e95b78bb115774e640 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-5s5n34-43384849f27794e95b78bb115774e640 av-special-heading-h3  avia-builder-el-43  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >3.2 Die Psychologie des Zappens<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ekjqo-d61cc878fb40f7e0864d1905a3734ac6\">\n#top .hr.hr-invisible.av-ekjqo-d61cc878fb40f7e0864d1905a3734ac6{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-ekjqo-d61cc878fb40f7e0864d1905a3734ac6 hr-invisible  avia-builder-el-44  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-2swegg-c38111b626c6ef9958eb14852bd30fa4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Mit dem Kabelanschluss kam die Auswahl. Pl\u00f6tzlich waren da nicht mehr nur FS1 und FS2. Da waren RTL, SAT.1, Pro7 \u2013 und MTV. Diese Explosion der M\u00f6glichkeiten ver\u00e4nderte mein Gehirn. Ich lernte das \u201eZappen\u201c. Das Zappen war der Vorl\u00e4ufer des \u201eScrollens\u201c. Die Aufmerksamkeitsspanne begann zu sinken. Wenn mir ein Musikvideo nicht gefiel -&gt; Zack, n\u00e4chster Kanal. Wir, die Gen X, waren die ersten Versuchskaninchen der Aufmerksamkeits\u00f6konomie. Wir wurden darauf trainiert, Langeweile nicht mehr zu ertragen, sondern wegzuschalten.<\/p>\n<p><em>Appropos: Kann sich noch jemand an die Spielregeln von Hugo Egon Balder und Tutti Frutti erinnern?<\/em><\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-pqd1u8-adbb846604fa78240775093b2fe7f30f main_color avia-section-default avia-no-border-styling  avia-builder-el-46  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-ng8380-fbd31d590225333d022c17bbe4b50387 av_one_full  avia-builder-el-47  el_before_av_one_half  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtv8349-542fc40c50dc94e89bc612b6e3d27ace\">\n#top .av-special-heading.av-mjtv8349-542fc40c50dc94e89bc612b6e3d27ace{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtv8349-542fc40c50dc94e89bc612b6e3d27ace .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtv8349-542fc40c50dc94e89bc612b6e3d27ace .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtv8349-542fc40c50dc94e89bc612b6e3d27ace av-special-heading-h2  avia-builder-el-48  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >4.0 &#8211; 1989:<br \/>\nThe Wind of Change, Hasselhoff und Ratzenb\u00f6ck<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-me8ujk-4a86fc3f04d1a6053ecaa35c9b964d61\">\n#top .hr.hr-invisible.av-me8ujk-4a86fc3f04d1a6053ecaa35c9b964d61{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-me8ujk-4a86fc3f04d1a6053ecaa35c9b964d61 hr-invisible  avia-builder-el-49  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtv8dxc-68014f1474506963b9d40c71a20585a0 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>1989 war das Jahr, in dem die Weltordnung, wie wir sie kannten, kollabierte. F\u00fcr einen Teenager in Ober\u00f6sterreich war das nicht nur Weltpolitik; es war lokale Realit\u00e4t.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-kjtikw-0efa644f0b8e2ed15ed0e2afa17a9d76 av_one_half  avia-builder-el-51  el_after_av_one_full  el_before_av_one_half  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtv8qoq-124a31c3af7029e6e9c7ae8e309fc9ea\">\n#top .av-special-heading.av-mjtv8qoq-124a31c3af7029e6e9c7ae8e309fc9ea{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtv8qoq-124a31c3af7029e6e9c7ae8e309fc9ea .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtv8qoq-124a31c3af7029e6e9c7ae8e309fc9ea .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtv8qoq-124a31c3af7029e6e9c7ae8e309fc9ea av-special-heading-h3  avia-builder-el-52  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >4.1 Wullowitz und das Ende der Welt<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1wshsw-62d3c77ef6f1f42312153dfc3d519593\">\n#top .hr.hr-invisible.av-1wshsw-62d3c77ef6f1f42312153dfc3d519593{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-1wshsw-62d3c77ef6f1f42312153dfc3d519593 hr-invisible  avia-builder-el-53  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtvbesx-a85a82d6d31d7460b85be639a72d8eec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Ich erinnere mich an den 11. Dezember 1989. Papa, da hatte er noch knapp ein Jahr zu leben, und ich sa\u00dfen vor dem Fernseher und schauten die Zeit im Bild. Landeshauptmann <b>Josef Ratzenb\u00f6ck<\/b> stand am Grenz\u00fcbergang Wullowitz\/Doln\u00ed Dvo\u0159i\u0161t\u011b. Zusammen mit seinem tschechischen Amtskollegen Miroslav \u0160enky\u0159 durchschnitt er den Stacheldraht. F\u00fcr uns in Linz und Leonding war der Eiserne Vorhang nicht abstrakt. Er war das \u201eEnde der Welt\u201c. N\u00f6rdlich von uns war Schluss. Eine Sackgasse. Und pl\u00f6tzlich, an einem kalten Dezembertag, war die Sackgasse offen.<\/p>\n<p>Was mich als sp\u00e4terer Unternehmensberater an dieser Geschichte fasziniert, ist der Hintergrund. Ratzenb\u00f6ck hatte nicht einfach spontan zur Schere gegriffen. Er hatte seit den fr\u00fchen 80ern Beziehungen gepflegt \u2013 \u00fcber die \u201e\u00d6sterreichisch-Tschechoslowakische Gesellschaft\u201c, \u00fcber kleine diplomatische Gesten &#8211; wir hatten z.B. beim Sch\u00fcleraustausch mit einem tschechoslowakischen Gymnasium den kleinen &#8222;Pavel&#8220; aus Prag f\u00fcr eine Woche zu Gast daheim, \u00fcber \u201eB2B-Networking\u201c auf politischer Ebene.<\/p>\n<p><b>Strategisches Nugget #4: Relationship Management ist ein Marathon<\/b><\/p>\n<p>Die Grenz\u00f6ffnung wirkte wie ein \u201eOvernight Success\u201c. In Wahrheit war sie das Ergebnis von jahrzehntelangem Stakeholder-Management.<\/p>\n<ul>\n<li><b>Insight:<\/b> In der Gesch\u00e4ftswelt (Business Development) gibt es keine Abk\u00fcrzungen f\u00fcr Vertrauen. Ratzenb\u00f6ck konnte den Draht durchschneiden, weil er Jahre damit verbracht hatte, sicherzustellen, dass die Hand, die die Schere h\u00e4lt, nicht weggeschlagen wird.<\/li>\n<li><b>Herzbluat-Takeaway:<\/b> Wenn wir heute \u201eNetworking\u201c betreiben, wollen wir oft den sofortigen Deal. Aber die wirklich gro\u00dfen Deals \u2013 die, die M\u00e4rkte \u00f6ffnen \u2013 basieren auf Beziehungen, die gepflegt werden, wenn es noch <em>nichts<\/em> zu gewinnen gibt.<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-hyow4w-ba65deb8f2f6655970b1bedc381918f0 av_one_half  avia-builder-el-55  el_after_av_one_half  avia-builder-el-last  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtvcfqv-ae631cf6404ba2178fedac9a2f9c3eb7\">\n#top .av-special-heading.av-mjtvcfqv-ae631cf6404ba2178fedac9a2f9c3eb7{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtvcfqv-ae631cf6404ba2178fedac9a2f9c3eb7 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtvcfqv-ae631cf6404ba2178fedac9a2f9c3eb7 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtvcfqv-ae631cf6404ba2178fedac9a2f9c3eb7 av-special-heading-h3  avia-builder-el-56  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >4.2 Looking for Freedom: Die Marke Hasselhoff<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-f9dlb4-f119f69a8a04a96977d27eea7a9c5fd1\">\n#top .hr.hr-invisible.av-f9dlb4-f119f69a8a04a96977d27eea7a9c5fd1{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-f9dlb4-f119f69a8a04a96977d27eea7a9c5fd1 hr-invisible  avia-builder-el-57  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtvguk1-79f1bb7feb0199a49d3253b9fa5de8f6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Und dann war da die Musik. Der Soundtrack dieses Umbruchs war nicht Beethoven. Es war David Hasselhoff. Seien wir ehrlich: Musikalisch war \u201eLooking for Freedom\u201c keine Offenbarung. Aber kulturell war es eine Atombombe. Hasselhoff, der Mann aus <em>Knight Rider<\/em> &#8211; jemand der damals schon mit seiner Uhr sprach, stand in einer blinkenden Jacke an der Berliner Mauer und sang von Freiheit. Viele lachen heute dar\u00fcber. Ich nicht. Ich analysiere es.<\/p>\n<p><b>Strategisches Nugget #5: Product-Market-Fit &amp; Timing<\/b><\/p>\n<p>Hasselhoff ist das ultimative Beispiel f\u00fcr Product-Market-Fit.<\/p>\n<ul>\n<li><b>Das Produkt:<\/b> Ein simpler, eing\u00e4ngiger Schlagersong mit englischem Text und einem amerikanischen Helden.<\/li>\n<li><b>Der Markt:<\/b> Ein Europa im Umbruch, hungernd nach westlicher Symbolik, Optimismus und Pathos.<\/li>\n<li><b>Das Timing:<\/b> Perfekt. Hasselhoff w\u00e4re 1985 gescheitert. Er w\u00e4re 1995 gescheitert. Aber 1989 war er genau das, was der Markt brauchte.<\/li>\n<li><b>Strategie-Lehre: <\/b>Qualit\u00e4t ist subjektiv. Relevanz ist objektiv. Du kannst das beste Produkt der Welt haben (einen komplexen Jazz-Song), aber wenn der Markt nach einem einfachen \u201eFreedom\u201c-Slogan schreit, wirst du verlieren. Hasselhoff hat die Welle nicht erzeugt, er hat sie gesurft. Das ist Marketing-Intelligenz in Reinform (auch wenn es vielleicht Zufall war).<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-evsp00-a7e860ae02bdcdb74a46211a3a71d3b1 main_color avia-section-default avia-no-border-styling  avia-builder-el-59  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-4hogw-c131a62150f84ac1a5096560800fcc7b av_one_full  avia-builder-el-60  el_before_av_one_half  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtvhngs-0b5a3e198559de9e8470ee7f560f3b34\">\n#top .av-special-heading.av-mjtvhngs-0b5a3e198559de9e8470ee7f560f3b34{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtvhngs-0b5a3e198559de9e8470ee7f560f3b34 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtvhngs-0b5a3e198559de9e8470ee7f560f3b34 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtvhngs-0b5a3e198559de9e8470ee7f560f3b34 av-special-heading-h2  avia-builder-el-61  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >5.0 &#8211; Die \u00c4ra MTV:<br \/>\nMeine Ausbildung zum Popkultur-Consultant<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-axiqkg-215bc193a10e93e59c9f526c800117a6\">\n#top .hr.hr-invisible.av-axiqkg-215bc193a10e93e59c9f526c800117a6{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-axiqkg-215bc193a10e93e59c9f526c800117a6 hr-invisible  avia-builder-el-62  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtvj4ca-0f517584b63598af43cfe1fc2edc05fb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Jetzt kommen wir zum Kern der Sache. Das Herzst\u00fcck. MTV und MTV Europe. Zwischen 1985 und 1995 verbrachte ich wahrscheinlich mehr Zeit vor MTV als in diversen Schulen. (Nein Mutter, das hast du jetzt nicht gelesen.) Und ich behaupte heute: Ich habe dort mehr \u00fcber Marketing gelernt. Und all mein Englisch. (Ja Mutter, das darfst du jetzt wieder lesen.)<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-xjui8-37c097bedcdd9fe57aaf78ed613e16d1 av_one_half  avia-builder-el-64  el_after_av_one_full  el_before_av_one_half  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtvjht8-342a58507e6fb0d535b3905617ff52dd\">\n#top .av-special-heading.av-mjtvjht8-342a58507e6fb0d535b3905617ff52dd{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtvjht8-342a58507e6fb0d535b3905617ff52dd .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtvjht8-342a58507e6fb0d535b3905617ff52dd .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtvjht8-342a58507e6fb0d535b3905617ff52dd av-special-heading-h3  avia-builder-el-65  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >5.1 Ray Cokes und <span class='special_amp'>\u201e<\/span>Most Wanted<span class='special_amp'>\u201c<\/span>: Das Chaos als Strategie<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6z24xs-a479e6ab4f7c3727c298701d17ed6dde\">\n#top .hr.hr-invisible.av-6z24xs-a479e6ab4f7c3727c298701d17ed6dde{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-6z24xs-a479e6ab4f7c3727c298701d17ed6dde hr-invisible  avia-builder-el-66  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtvm37n-6294037bc04b7f5904621272f6fa11fa '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Ray Cokes war mein Held. Seine Show <em>MTV\u2019s Most Wanted<\/em>, die von 1992 bis 1995 lief, war Anarchie pur. Er sendete live aus London (Camden Town). Das Set war billig. Die Technik fiel st\u00e4ndig aus. Er stritt sich live on air mit seiner Crew \u2013 mit <b>AndyCam<\/b> (dem Kameramann), mit <b>Rob<\/b> (dem Typen im Hintergrund), mit dem <b>Tea Boy<\/b>.<\/p>\n<p>Warum war das so genial? Weil es authentisch war. In einer Welt von polierten US-Shows und steifen deutschen Moderatoren war Ray Cokes ein echter Mensch. Wenn ein Video nicht startete, \u00fcberspielte er es nicht. Er machte Witze dar\u00fcber. Er las Faxe von Zuschauern vor \u2013 live, ungefiltert.<\/p>\n<p><b>Strategisches Nugget #6: Community Engagement &amp; MVP<\/b><\/p>\n<p>Ray Cokes hat das <b>Community Management<\/b> erfunden, bevor es Facebook gab. Er machte die Zuschauer zu Teilhabern der Show.<\/p>\n<ul>\n<li><b>Agiles Mindset:<\/b> <em>Most Wanted<\/em> war ein \u201eMinimum Viable Product\u201c (MVP). Es war nicht perfekt (\u201ea lot of crap\u201c, wie Cokes selbst sagte ), aber es funktionierte, weil es iterativ war. Jede Sendung reagierte auf das Feedback der letzten.<\/li>\n<li><b>Fehlerkultur:<\/b> Cokes zeigte uns, dass <b>Vulnerabilit\u00e4t Vertrauen schafft<\/b>. Ein Unternehmen, das zugibt: \u201eJa, wir haben Mist gebaut, hier ist, wie wir es fixen\u201c, ist sympathischer als eines, das PR-Floskeln drischt.<\/li>\n<li><b>Herzbluat-Takeaway:<\/b> F\u00fcr meine Kunden heute bedeutet das: Habt Mut zur Unperfektheit. Zeigt die Menschen hinter der Marke. Seid wie Ray. Sprecht mit dem Kameramann. Lest die Faxe (oder Kommentare).<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-5xzwj4-9a16d5474bb607d621faf7cba6e3869f av_one_half  avia-builder-el-68  el_after_av_one_half  el_before_av_one_half  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtvmqva-eb2e937c963c782bf257f557bbac6d9a\">\n#top .av-special-heading.av-mjtvmqva-eb2e937c963c782bf257f557bbac6d9a{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtvmqva-eb2e937c963c782bf257f557bbac6d9a .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtvmqva-eb2e937c963c782bf257f557bbac6d9a .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtvmqva-eb2e937c963c782bf257f557bbac6d9a av-special-heading-h3  avia-builder-el-69  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >5.2 Kristiane Backer: Glocalization in Action<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3luhw0-1f1a3de17d18b9d2e14ff6cbad59a4f0\">\n#top .hr.hr-invisible.av-3luhw0-1f1a3de17d18b9d2e14ff6cbad59a4f0{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-3luhw0-1f1a3de17d18b9d2e14ff6cbad59a4f0 hr-invisible  avia-builder-el-70  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-2zr3mo-b77180b9cf8e3b030881074a29778001 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Dann war da Kristiane Backer. Die erste deutsche VJ bei MTV Europe. Sie war unsere Botschafterin. Sie interviewte die Rolling Stones und Lenny Kravitz, aber sie tat es mit einer deutschen Sensibilit\u00e4t. MTV Europe war damals ein Meisterwerk der <b>\u201eGlocalization\u201c<\/b> (Global + Local). Sie sendeten auf Englisch f\u00fcr ganz Europa, aber sie nutzten Gesichter wie Kristiane (f\u00fcr DACH), Pip Dann (Neuseeland\/UK) oder Simone Angel (Niederlande), um lokale Identifikation zu schaffen.<\/p>\n<p>Interessant ist auch ihr weiterer Weg. Von der Party-Szene Londons zum Islam. In ihrem Buch <em><a href=\"https:\/\/www.amazon.de\/Von-MTV-nach-Mekka-\u00e4nderte\/dp\/3471300090\/ref=sr_1_1?crid=24YTKVD6M4GEJ&amp;dib=eyJ2IjoiMSJ9.nkODG1MK8qAhAqW-cG9_kovPcw43y0nCVgRaqQCz1lHXcCqh6uht3VxsMhEtdDohcpYOvS2WTu91G5R2igkyTVK1BZR-6FQn-_tOqKpsTk0pLgHlCPQOIlE8lehptlJ2bhvlcCPY4N1sYHmaHt4Rgg.jeFhR-l0uJWzsY3mgrEf4QA7L-y-mRT6_EfJwSzCuWM&amp;dib_tag=se&amp;keywords=from+mtv+to+mekka&amp;qid=1767174363&amp;sprefix=from+mtv+to+mekka%2Caps%2C109&amp;sr=8-1\" target=\"_blank\" rel=\"noopener\">From MTV to Mecca<\/a><\/em> beschreibt sie die Leere des Ruhms. Das ist ein tiefes Insight in die <b>Employee Experience<\/b>.<\/p>\n<ul>\n<li><b>Strategie:<\/b> Selbst die coolste Marke (MTV in den 90ern) kann ihre Mitarbeiter ausbrennen, wenn der \u201ePurpose\u201c fehlt. Kristiane suchte nach Sinn (\u201eMeaning\u201c), den ihr der Materialismus der Popkultur nicht geben konnte. F\u00fcr moderne HR-Abteilungen ist das ein Weckruf: Bietet euren High-Performern mehr als nur Champagner-Partys. Bietet Sinn.<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-bf5y8-f6c271c176a243d5b38300fc156e1f22 av_one_half  avia-builder-el-72  el_after_av_one_half  el_before_av_one_half  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtvqey1-f23cfe4718abc22a8c59a6f8c5716311\">\n#top .av-special-heading.av-mjtvqey1-f23cfe4718abc22a8c59a6f8c5716311{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtvqey1-f23cfe4718abc22a8c59a6f8c5716311 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtvqey1-f23cfe4718abc22a8c59a6f8c5716311 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtvqey1-f23cfe4718abc22a8c59a6f8c5716311 av-special-heading-h3  avia-builder-el-73  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >5.3 Beavis <span class='special_amp'>&amp;<\/span> Butthead: Die Anti-Marke<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-uaj46o-94eec3c12968c697ecd9ac055684d41f\">\n#top .hr.hr-invisible.av-uaj46o-94eec3c12968c697ecd9ac055684d41f{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-uaj46o-94eec3c12968c697ecd9ac055684d41f hr-invisible  avia-builder-el-74  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtvrqkv-8bf9dd9641ddd92f22efdb7df28c9c1a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Man kann \u00fcber MTV nicht sprechen, ohne <em>Beavis &amp; Butthead<\/em> zu erw\u00e4hnen. Zwei zeichentrick-animierte Idioten, die auf dem Sofa sitzen und Musikvideos schauen. Das Geniale daran: Sie machten sich \u00fcber das Kernprodukt von MTV lustig. Wenn ein Video schlecht war, sagten sie: \u201eThis sucks!\u201c. Und MTV sendete das.<\/p>\n<p><b>Strategisches Nugget #7: Meta-Marketing &amp; Souver\u00e4nit\u00e4t<\/b><\/p>\n<p>Stellen Sie sich vor, BMW w\u00fcrde eine Werbung schalten, in der zwei Typen in einem BMW sitzen und sagen: \u201eDie Sitze sind eigentlich unbequem.\u201c Undenkbar? MTV hat es getan.<\/p>\n<ul>\n<li><b>Insight: <\/b>Indem MTV die Kritik am eigenen Programm <em>institutionalisierte<\/em>, nahmen sie den Kritikern den Wind aus den Segeln. Es war Selbstironie als Schutzschild.<\/li>\n<li><b>Lesson: <\/b>Marken, die sich selbst nicht zu ernst nehmen, sind unangreifbar. \u201eWork Sucks\u201c war ein Mantra der Gen X. MTV verstand seine Zielgruppe so gut, dass sie wussten: Zynismus ist die Sprache der Liebe f\u00fcr diese Generation.<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-sfv7kw-a33b41fb7b01ec887f6493308854124c av_one_half  avia-builder-el-76  el_after_av_one_half  avia-builder-el-last  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtvs43f-9be28e36c881e1c5ce7f02c325ab78ff\">\n#top .av-special-heading.av-mjtvs43f-9be28e36c881e1c5ce7f02c325ab78ff{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtvs43f-9be28e36c881e1c5ce7f02c325ab78ff .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtvs43f-9be28e36c881e1c5ce7f02c325ab78ff .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtvs43f-9be28e36c881e1c5ce7f02c325ab78ff av-special-heading-h3  avia-builder-el-77  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >5.4 November Rain: Peak Budget <span class='special_amp'>&amp;<\/span> Der Wasserfall<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-qyqwzk-ea95faeba2c508deb5f64bf29d587ca7\">\n#top .hr.hr-invisible.av-qyqwzk-ea95faeba2c508deb5f64bf29d587ca7{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-qyqwzk-ea95faeba2c508deb5f64bf29d587ca7 hr-invisible  avia-builder-el-78  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtvvrp7-f8add0e702808c316bd4f86b9f092433 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Und dann: <em>November Rain<\/em> von Guns N&#8216; Roses. 1992. Eines der teuersten Musikvideos aller Zeiten. Epos. Orchester. Ein Hubschrauberflug, Slash in der Ein\u00f6de vor einer Holzkirche Gitarre spielend, eine vom Regen und Hechtsprung demolierte Hochzeitstorte. Das war der H\u00f6hepunkt der alten Musikindustrie.<\/p>\n<ul>\n<li><b>Business-Analyse:<\/b> Das war <b>Wasserfall-Projektmanagement<\/b>. Ein riesiges Budget, eine riesige Vision, ein riesiges Risiko. \u201eToo big to fail.\u201c<\/li>\n<li><b>Kontrast 2025:<\/b> Heute wird der Nummer-1-Hit auf einem iPhone in einem Schlafzimmer produziert (Billie Eilish). Wir sind von Capex (Capital Expenditure &#8211; teure Produktion) zu Opex (Operational Expenditure &#8211; schnelle, billige Iteration) gewechselt. <em>November Rain<\/em> ist ein Dinosaurier. Wundersch\u00f6n, aber nicht \u00fcberlebensf\u00e4hig in der TikTok-\u00d6konomie.<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-p85eg0-5184260dc1947e0393872a9e9633b7ac main_color avia-section-default avia-no-border-styling  avia-builder-el-80  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-2ew2lc-bdb5dbe19176c42e7079103916a65c22 av_one_full  avia-builder-el-81  el_before_av_one_half  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtvwizd-ebf3d300374ec3425dfaa9121460e717\">\n#top .av-special-heading.av-mjtvwizd-ebf3d300374ec3425dfaa9121460e717{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtvwizd-ebf3d300374ec3425dfaa9121460e717 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtvwizd-ebf3d300374ec3425dfaa9121460e717 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtvwizd-ebf3d300374ec3425dfaa9121460e717 av-special-heading-h2  avia-builder-el-82  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >6.0 &#8211; Die Ausbildung:<br \/>\nVom Blockfl\u00f6ten-Trauma zur HBLA<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-n20h0g-8d08a3ccc021f42a6fd77e71eafb4a06\">\n#top .hr.hr-invisible.av-n20h0g-8d08a3ccc021f42a6fd77e71eafb4a06{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-n20h0g-8d08a3ccc021f42a6fd77e71eafb4a06 hr-invisible  avia-builder-el-83  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtvwvqi-720f65ea8694ee96687ff9e38f22036f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Hier muss ich die Chronologie meiner Biografie etwas gerade r\u00fccken. Bevor ich mich in die Welt der Wirtschaft st\u00fcrzte, gab es da noch meine musikalische \u201eGrundausbildung\u201c.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-l6wx4w-2acc6ed66587d4d31eb0a52fbc3d03ea av_one_half  avia-builder-el-85  el_after_av_one_full  el_before_av_one_half  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtvxcpx-65fcd25fffc88d6f633e60535b6fea6b\">\n#top .av-special-heading.av-mjtvxcpx-65fcd25fffc88d6f633e60535b6fea6b{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtvxcpx-65fcd25fffc88d6f633e60535b6fea6b .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtvxcpx-65fcd25fffc88d6f633e60535b6fea6b .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtvxcpx-65fcd25fffc88d6f633e60535b6fea6b av-special-heading-h3  avia-builder-el-86  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >6.1 Die HBLA Landwiedstra\u00dfe: Service ist kein Zufall<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ixh1ao-99ea0cb3ad34b4a642299fb408bd9ee3\">\n#top .hr.hr-invisible.av-ixh1ao-99ea0cb3ad34b4a642299fb408bd9ee3{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-ixh1ao-99ea0cb3ad34b4a642299fb408bd9ee3 hr-invisible  avia-builder-el-87  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtw1a4y-a92387601b9c9a86a8df372a28c7b0e2 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>1989 wechselte ich in die HBLA (H\u00f6here Bundeslehranstalt) f\u00fcr Betriebs- und Ern\u00e4hrungswirtschaft in der Landwiedstra\u00dfe in Linz. Der Fokus: Wirtschaft, K\u00fcche, Service. Das klingt erst mal nicht nach High-Tech-Consulting. Aber warten Sie. In der K\u00fcche und im Service lernst du etwas, das vielen Programmierern fehlt: <b>Echtzeit-Feedback und Prozessdisziplin<\/b>. Wenn du im Service stehst und die Suppe ist kalt, kriegst du das Feedback <em>sofort<\/em>. Nicht in einem Jira-Ticket zwei Wochen sp\u00e4ter. Du siehst das Gesicht des Gastes.<\/p>\n<p>Und die K\u00fcche? Das ist <b>Mise en place<\/b>. Bevor der Service beginnt (der \u201eLaunch\u201c), muss alles an seinem Platz sein. Die Zwiebeln geschnitten, die Gew\u00fcrze bereit.<\/p>\n<ul>\n<li><b>Herzbluat-Nugget: <\/b>Ich f\u00fchre Projekte heute wie eine professionelle K\u00fcche. Wo ist das Mise en place? Haben wir alle Assets? Sind die Schnittstellen (Pass) zwischen K\u00fcche (Produktion) und Service (Sales) sauber?<\/li>\n<li>Au\u00dferdem war die Schule fortschrittlich: Wir hatten einen Gem\u00fcsegarten und ein Biotop. Das lehrte uns <b>Nachhaltigkeit<\/b>, bevor es ein ESG-Reporting gab. Wir lernten, dass man ernten muss, was man s\u00e4t \u2013 w\u00f6rtlich und metaphorisch.<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-hwdilc-d575632c0d4234851d6d4b0780fcd32b av_one_half  avia-builder-el-89  el_after_av_one_half  avia-builder-el-last  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtw1tjf-6b7fe8b17116e879564b8c26af2ee24f\">\n#top .av-special-heading.av-mjtw1tjf-6b7fe8b17116e879564b8c26af2ee24f{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtw1tjf-6b7fe8b17116e879564b8c26af2ee24f .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtw1tjf-6b7fe8b17116e879564b8c26af2ee24f .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtw1tjf-6b7fe8b17116e879564b8c26af2ee24f av-special-heading-h3  avia-builder-el-90  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >6.2 Die Musik-Hauptschule: Warum ich kein Rockstar wurde (Ein Prequel)<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ffu580-e081c57d815a96ef547039530a945db1\">\n#top .hr.hr-invisible.av-ffu580-e081c57d815a96ef547039530a945db1{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-ffu580-e081c57d815a96ef547039530a945db1 hr-invisible  avia-builder-el-91  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtw75wy-47b45f9a4db4ad1a63f9a3515de999eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Zeitlich noch einen Schritt davor \u2013 in den 80ern \u2013 besuchte ich die <b>Musik-Volksschule<\/b> und die <b>Musik-Hauptschule<\/b> in Leonding. Das klingt nach der perfekten Startrampe f\u00fcr eine MTV-Karriere, aber die Realit\u00e4t sah anders aus.<\/p>\n<p>Mein musikalisches Repertoire umfasste <b>Blockfl\u00f6te, Altfl\u00f6te und elektronische Tasteninstrumente<\/b>. Klingt vielseitig, aber die Wahrheit ist: <b>Ich hasste das \u00dcben<\/b>. Ich hasste es abgrundtief. Im Gegensatz zu vielen meiner Altersgenossen, die davon tr\u00e4umten, wie Slash im W\u00fcstenwind zu stehen, wollte ich nie Rockstar werden. Ich hatte null Ambitionen, auf der B\u00fchne zu stehen. Ich wollte nicht musikalisch performen, ich wollte verstehen. Ich war der geborene Analyst, Weiterentwicklier, der vision\u00e4re Stratege.<\/p>\n<p>Strategisches Insight: Kenne deine Rolle im \u00d6kosystem<\/p>\n<p>Ich habe fr\u00fch gelernt, dass ich kein Musiker bin. Ich bin kein Showman.<\/p>\n<ul>\n<li><b>Insight:<\/b> Nicht jeder muss die \u201eRampensau\u201c sein. In der Wirtschaftsdynamik sind die Rollen des Beobachters, des Strategen und des Kurators genauso wichtig.<\/li>\n<li><b>Herzbluat-Takeaway:<\/b> Viele Unternehmen scheitern, weil sie versuchen, etwas zu sein, das sie nicht sind (z.B. ein Tech-Innovator), anstatt ihre St\u00e4rke als Service-Provider oder Integrator zu nutzen. Ehrliche Selbsteinsch\u00e4tzung \u2013 \u201eIch will nicht \u00fcben, also werde ich kein Virtuose\u201c \u2013 spart Ressourcen und fokussiert die Energie auf das, was man wirklich kann: In meinem Fall das Analysieren, das Visionen Wirklichkeit werden lassen und das Beraten.<\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-zq785c-b0ec6ee39ac601e45a9137ea43ef83f5 main_color avia-section-default avia-no-border-styling  avia-builder-el-93  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-xjzieo-a9be8a9796d2e0dd18058ef41aba3b18 av_one_full  avia-builder-el-94  el_before_av_one_half  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtwb8yq-11e028bde8feb365dddb165fecaaaa13\">\n#top .av-special-heading.av-mjtwb8yq-11e028bde8feb365dddb165fecaaaa13{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtwb8yq-11e028bde8feb365dddb165fecaaaa13 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtwb8yq-11e028bde8feb365dddb165fecaaaa13 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtwb8yq-11e028bde8feb365dddb165fecaaaa13 av-special-heading-h2  avia-builder-el-95  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >7.0 &#8211; Die Lehre:<br \/>\nSERY <span class='special_amp'>&amp;<\/span> Conquest \u2013 Zwei Welten, eine Wahrheit<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-37hy7k-cddacbc57e1f600a8feafeaf428e3852\">\n#top .hr.hr-invisible.av-37hy7k-cddacbc57e1f600a8feafeaf428e3852{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-37hy7k-cddacbc57e1f600a8feafeaf428e3852 hr-invisible  avia-builder-el-96  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtwbhvu-36c1b38132f29ba46ad979178f48c466 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Mein Eintritt in die Berufswelt f\u00fchrte mich in zwei v\u00f6llig unterschiedliche Agentur-Kulturen. Ein perfekter A\/B-Test des Agenturlebens.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-v532y8-ddf0300f738e55e93dc8929a5ac308fd av_one_half  avia-builder-el-98  el_after_av_one_full  el_before_av_one_half  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtwc9pt-92cee82e0918e316442f68b2db34f4af\">\n#top .av-special-heading.av-mjtwc9pt-92cee82e0918e316442f68b2db34f4af{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtwc9pt-92cee82e0918e316442f68b2db34f4af .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtwc9pt-92cee82e0918e316442f68b2db34f4af .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtwc9pt-92cee82e0918e316442f68b2db34f4af av-special-heading-h3  avia-builder-el-99  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >7.1 Marketing- und Werbeagentur SERY: Die Kraft der Marke<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-t0oqls-c01f2a1c5734d6aae9c6dc1ac2606796\">\n#top .hr.hr-invisible.av-t0oqls-c01f2a1c5734d6aae9c6dc1ac2606796{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-t0oqls-c01f2a1c5734d6aae9c6dc1ac2606796 hr-invisible  avia-builder-el-100  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtwewxa-7c9f5c2040785d2c7921a933fb3fd711 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Bei Rainer Sery und seiner Tochter Angelika Sery-Froschauer und SERY* in Leonding\/M\u00fcnchen lernte ich, was \u201eBrand\u201c bedeutet. SERY* ist \u00d6sterreichs \u00e4lteste inhabergef\u00fchrte Agentur (seit 1963\/66). Hier ging es um Emotion. Um das \u201eGro\u00dfe Ganze\u201c.<\/p>\n<ul>\n<li><b>Lektion:<\/b> Langlebigkeit entsteht durch <b>Anpassungsf\u00e4higkeit<\/b>. SERY* hat den Wandel von Print zu TV zu Digital \u00fcberlebt, weil der Kern \u2013 die Markenf\u00fchrung \u2013 zeitlos ist. Technologien \u00e4ndern sich, Psychologie bleibt.<\/li>\n<\/ul>\n<p><em>Wei\u00df \u00fcbrigens noch wer was ein Omnichrom ist? Wir hatten es damals noch stehen. Und ein Telex-Ger\u00e4t.<\/em><\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-rw06u8-f4477932e30b629d36f388d0481ae855 av_one_half  avia-builder-el-102  el_after_av_one_half  avia-builder-el-last  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtwf8e9-07d250e01c1d70c04398c4902753bead\">\n#top .av-special-heading.av-mjtwf8e9-07d250e01c1d70c04398c4902753bead{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtwf8e9-07d250e01c1d70c04398c4902753bead .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtwf8e9-07d250e01c1d70c04398c4902753bead .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtwf8e9-07d250e01c1d70c04398c4902753bead av-special-heading-h3  avia-builder-el-103  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >7.2 Conquest Werbeagentur: Die Macht der Nische<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pfvtlc-4f33a6374bea041f1b4724ce7994972a\">\n#top .hr.hr-invisible.av-pfvtlc-4f33a6374bea041f1b4724ce7994972a{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-pfvtlc-4f33a6374bea041f1b4724ce7994972a hr-invisible  avia-builder-el-104  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtwhcbl-be104e8e17a9616a3b834a13127f336f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Dann <b>Conquest <\/b>unter Klaus Lindinger. Conquest war anders. Spezialisiert auf <b>B2B und Industriemarketing<\/b>. Die Kunden: Steyr Traktoren, Palfinger, Voestalpine. Kein Glitzer. Sondern Stahl, Hydraulik und harte KPIs.<\/p>\n<p>Conquest betreute Steyr Traktoren \u00fcber 45 Jahre lang. Lassen Sie sich das auf der Zunge zergehen. In einer Branche, in der Kunden alle 3 Jahre die Agentur wechseln (der ber\u00fchmte \u201ePitch-Tourismus\u201c), hielt Conquest einen Kunden fast ein halbes Jahrhundert.<\/p>\n<p><b>Strategisches Nugget #8: The Riches are in the Niches<\/b><\/p>\n<p>Warum war Conquest so erfolgreich? Weil sie die Sprache der Ingenieure sprachen.<\/p>\n<ul>\n<li><b>Insight: <\/b>Es ist leicht, eine Agentur f\u00fcr \u201eLifestyle\u201c zu sein. Jeder kann Lifestyle. Aber versuche mal, eine Kampagne f\u00fcr einen Forstkran zu machen, wenn du den Unterschied zwischen Hubmoment und Schwenkbereich nicht kennst.<\/li>\n<li><b>Barriers to Entry: <\/b>Conquest hatte sich tiefes Fachwissen angeeignet. Das schuf eine Eintrittsbarriere f\u00fcr Konkurrenten.<\/li>\n<li><b>Herzbluat-Strategie: <\/b>F\u00fcr B2B-Unternehmen gilt: Sei nicht der Generalist. Sei der Nerd. Der Kunde will nicht, dass du \u201ekreativ\u201c bist. Er will, dass du sein Produkt verstehst. <b>Verst\u00e4ndnis schl\u00e4gt Kreativit\u00e4t.<\/b><\/li>\n<\/ul>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-ohntqo-965a79d551a103b1117d90bf7310d43a main_color avia-section-default avia-no-border-styling  avia-builder-el-106  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-m8r8cg-2fb4370364143ce415b5e0912fbd6d90 av_one_full  avia-builder-el-107  el_before_av_one_half  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtwhwva-2944fdd00cc428f91f1b2973bafabd36\">\n#top .av-special-heading.av-mjtwhwva-2944fdd00cc428f91f1b2973bafabd36{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtwhwva-2944fdd00cc428f91f1b2973bafabd36 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtwhwva-2944fdd00cc428f91f1b2973bafabd36 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtwhwva-2944fdd00cc428f91f1b2973bafabd36 av-special-heading-h2  avia-builder-el-108  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >8.0 &#8211; Bundesheer:<br \/>\nJ\u00e4gerregiment 4 und das F\u00fchren im Chaos<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l11sts-7aa936e6ccfbea1d69e542e3fcf2f772\">\n#top .hr.hr-invisible.av-l11sts-7aa936e6ccfbea1d69e542e3fcf2f772{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-l11sts-7aa936e6ccfbea1d69e542e3fcf2f772 hr-invisible  avia-builder-el-109  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtwiir2-27f1c3cdd41603d0c18e7f9d7d3640f2 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Nach der Kreativit\u00e4t kam der Stahl. Bundesheer. J\u00e4gerregiment 4 in Linz-Ebelsberg. Infanterie. Dreck. K\u00e4lte. Befehl und Gehorsam. Viele Kreative hassen das Heer. Ich habe es als <b>Leadership-Seminar<\/b> begriffen.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-jl45q8-6826e260a746061c16c00c079b2c3642 av_one_half  avia-builder-el-111  el_after_av_one_full  avia-builder-el-last  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-hxf0wg-8510da045005e74ddbcdcae67a921866\">\n#top .hr.hr-invisible.av-hxf0wg-8510da045005e74ddbcdcae67a921866{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-hxf0wg-8510da045005e74ddbcdcae67a921866 hr-invisible  avia-builder-el-112  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtwlib9-b2255b5d7f2df07eff9aca7b824ea95e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Im \u00f6sterreichischen Bundesheer (und in der preu\u00dfischen Tradition) gilt das Prinzip der <b>Auftragstaktik<\/b>. Der Kommandant sagt: \u201eWir nehmen diesen H\u00fcgel.\u201c (Das Was). Er sagt <em>nicht<\/em>: \u201eLaufen Sie drei Schritte, dann ducken, dann schie\u00dfen.\u201c (Das Wie). Das \u201eWie\u201c entscheidet der Gruppenkommandant vor Ort.<\/p>\n<p><b>Transfer ins Business:<\/b> Das ist modernes Management. Micromanagement t\u00f6tet Innovation. Gute CEOs geben die Vision vor (\u201eWir launchen die Website bis M\u00e4rz\u201c) und lassen den Teams die Freiheit der Ausf\u00fchrung.<\/p>\n<p><b>Disziplin: <\/b>Au\u00dferdem lernte ich: <b>Kreativit\u00e4t braucht Grenzen. <\/b>V\u00f6llige Freiheit f\u00fchrt oft zu nichts. Aber Kreativit\u00e4t <em>innerhalb<\/em> eines Rahmens (Zeitdruck, Ressourcenmangel, Feindbeschuss) f\u00fchrt zu genialen L\u00f6sungen.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-5h1m8-8089de390d05edd197d4222e220b3562 main_color avia-section-default avia-no-border-styling  avia-builder-el-114  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-dh8zqo-4b9759102cf7137e31670ebc449c0a0b av_one_full  avia-builder-el-115  el_before_av_one_half  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtwmbiw-c95a492afbc670e3c4e3801c010eeca6\">\n#top .av-special-heading.av-mjtwmbiw-c95a492afbc670e3c4e3801c010eeca6{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtwmbiw-c95a492afbc670e3c4e3801c010eeca6 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtwmbiw-c95a492afbc670e3c4e3801c010eeca6 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtwmbiw-c95a492afbc670e3c4e3801c010eeca6 av-special-heading-h2  avia-builder-el-116  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >9.0 &#8211; Fazit 2025:<br \/>\nWarum MTV sterben musste (und was wir lernen)<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-c0p9w0-3dafcf42fe52bc417bf7a64d804adf92\">\n#top .hr.hr-invisible.av-c0p9w0-3dafcf42fe52bc417bf7a64d804adf92{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-c0p9w0-3dafcf42fe52bc417bf7a64d804adf92 hr-invisible  avia-builder-el-117  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtwn2wl-64401e150c667c212d70e3f186ed5a98 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Zur\u00fcck ins Hier und Jetzt. 31.12.2025. Warum schalten sie ab?<\/p>\n<p>In den Pressemitteilungen hei\u00dft es: \u201e\u00c4nderung der Nutzungsgewohnheiten\u201c. Das ist der Euphemismus des Jahrhunderts. Die Wahrheit ist: <b>MTV hat sein \u201eWhy\u201c vergessen.<\/b><\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-bcxv4w-07c6419f84dc49ba3b67f02d725131b9 av_one_half  avia-builder-el-119  el_after_av_one_full  el_before_av_one_half  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtwnehf-becb5204c59bfec15b0f061be8ebf639\">\n#top .av-special-heading.av-mjtwnehf-becb5204c59bfec15b0f061be8ebf639{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtwnehf-becb5204c59bfec15b0f061be8ebf639 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtwnehf-becb5204c59bfec15b0f061be8ebf639 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtwnehf-becb5204c59bfec15b0f061be8ebf639 av-special-heading-h3  avia-builder-el-120  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >9.1 The Unbundling of MTV<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8z5av4-0fec4cdba16897b98b2f65e4610489ad\">\n#top .hr.hr-invisible.av-8z5av4-0fec4cdba16897b98b2f65e4610489ad{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-8z5av4-0fec4cdba16897b98b2f65e4610489ad hr-invisible  avia-builder-el-121  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtwp554-6a463c530fa7832adade789292a504ad '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>MTV war fr\u00fcher ein \u201eBundle\u201c. Es war:<\/p>\n<ul>\n<li>Musik-Entdeckung (Radio)<\/li>\n<li>Musik-Visualisierung (Video)<\/li>\n<li>News (Kurt Loder)<\/li>\n<li>Community (Ray Cokes)<\/li>\n<li>Lifestyle (Werbung)<\/li>\n<\/ul>\n<p>Das Internet hat dieses Bundle \u201eentb\u00fcndelt\u201c (Unbundling).<\/p>\n<ul>\n<li>Musik-Entdeckung -&gt; Spotify\/Algorithmen.<\/li>\n<li>Visualisierung -&gt; YouTube.<\/li>\n<li>Community -&gt; Instagram\/TikTok.<\/li>\n<li>News -&gt; Twitter\/X.<\/li>\n<\/ul>\n<p>MTV blieb nur noch \u201eReality TV\u201c \u00fcbrig. Sie wurden zu einem Sender f\u00fcr <em>Teen Mom<\/em>. Das brachte kurzfristig Quote (Cash Cow), aber es zerst\u00f6rte die Marke (Star) langfristig. Wer heute \u201eMTV\u201c h\u00f6rt, denkt nicht an Musikrevolution, sondern an Trash-TV oder an Klingelt\u00f6ne f\u00fcr Nokia Handy. <em>Wer war nochmals Nokia?<\/em><\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-6uvgk0-4f9fe858b35fb8d77918a3656472ca19 av_one_half  avia-builder-el-123  el_after_av_one_half  el_before_av_one_full  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtwpkhn-a3e21e4d74810334c4e1f115eeda09b2\">\n#top .av-special-heading.av-mjtwpkhn-a3e21e4d74810334c4e1f115eeda09b2{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtwpkhn-a3e21e4d74810334c4e1f115eeda09b2 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtwpkhn-a3e21e4d74810334c4e1f115eeda09b2 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtwpkhn-a3e21e4d74810334c4e1f115eeda09b2 av-special-heading-h3  avia-builder-el-124  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >9.2 Radio \u00fcberlebt<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6jtfuo-12d7be6a0599c858acc997cd200cebb6\">\n#top .hr.hr-invisible.av-6jtfuo-12d7be6a0599c858acc997cd200cebb6{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-6jtfuo-12d7be6a0599c858acc997cd200cebb6 hr-invisible  avia-builder-el-125  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtwr8iw-0dbd12b1bb78f2d001c235f938bccea7 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Interessanterweise: <b>Radio hat \u00fcberlebt<\/b>. Warum? \u201eVideo Killed the Radio Star\u201c, aber das Internet hat das Radio nicht get\u00f6tet. Weil Radio <b>N\u00e4he<\/b> bietet. Ein lokaler Moderator, der \u00fcber den Stau auf der A1 bei Salzburg spricht, bietet etwas, das Spotify nicht kann: <b>Lokale Relevanz und menschliche Begleitung.<\/b> MTV wurde zu global, zu generisch. Radio blieb lokal.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-480ogg-83fdc712958cb0c17811287055bd263e av_one_full  avia-builder-el-127  el_after_av_one_half  avia-builder-el-last  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mjtwrnno-ee44318cb03f2cc52a404df0feb9583c\">\n#top .av-special-heading.av-mjtwrnno-ee44318cb03f2cc52a404df0feb9583c{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-mjtwrnno-ee44318cb03f2cc52a404df0feb9583c .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mjtwrnno-ee44318cb03f2cc52a404df0feb9583c .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-mjtwrnno-ee44318cb03f2cc52a404df0feb9583c av-special-heading-h3  avia-builder-el-128  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >9.3 Die Herzbluat-Strategie f\u00fcr 2026<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2ihyio-91d9b5e12755505c68dae5861eee46ab\">\n#top .hr.hr-invisible.av-2ihyio-91d9b5e12755505c68dae5861eee46ab{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-2ihyio-91d9b5e12755505c68dae5861eee46ab hr-invisible  avia-builder-el-129  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mjtwv80v-0e20d433dbf9127c825cbe90cd0fc4b4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Was nehme ich, Gregor Wimmer, f\u00fcr mich und HERZBLUAT aus diesem Abend mit?<\/p>\n<p><b>Sei wie Liwest: <\/b>Baue deine eigene Infrastruktur (E-Mail-Liste, Website). Verlasse dich nicht auf fremde Plattformen (Facebook\/TikTok), denn die k\u00f6nnen dich abschalten wie MTV.<\/p>\n<p><b>Sei wie Conquest:<\/b> Finde deine Nische. Werde so tiefgr\u00fcndig gut in einer Sache, dass dich der Kunde 45 Jahre lang beh\u00e4lt.<\/p>\n<p><b>Sei wie Ray Cokes:<\/b> Umarme das Chaos. Sei menschlich. In einer Welt von KI-generiertem Content ist die menschliche Unperfektheit das letzte wahre Luxusgut.<\/p>\n<p><b>Sei wie Hasselhoff: <\/b>Warte auf deinen Moment. Und wenn die Mauer f\u00e4llt, hab den richtigen Song parat.<\/p>\n<p>Der Bildschirm wird jetzt schwarz. Das Logo verblasst. Aber die Erinnerung bleibt. Und die Lektionen nehmen wir mit.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='inhalt'  class='avia-section av-d28fv4-fd78306527c418816a687c6745444d0a main_color avia-section-default avia-no-border-styling  avia-builder-el-131  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-ar61jk-044b076a3b1c4748990d3c7aaf17211f av_one_half  avia-builder-el-132  avia-builder-el-no-sibling  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-9ho3hs-68d7a3dae72a1ea994c5da341229a3f4\">\n#top .av-special-heading.av-9ho3hs-68d7a3dae72a1ea994c5da341229a3f4{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-9ho3hs-68d7a3dae72a1ea994c5da341229a3f4 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-9ho3hs-68d7a3dae72a1ea994c5da341229a3f4 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-9ho3hs-68d7a3dae72a1ea994c5da341229a3f4 av-special-heading-h3  avia-builder-el-133  el_before_av_hr  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >HERZBLUAT Newsletter &#8211; Top informiert sein!<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6zon4g-097d896a82513745e25c26d11919a98e\">\n#top .hr.hr-invisible.av-6zon4g-097d896a82513745e25c26d11919a98e{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-6zon4g-097d896a82513745e25c26d11919a98e hr-invisible  avia-builder-el-134  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-5580v4-14d2066f41a19645917db7b4f9c53315 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Melden Sie sich zu unserem Newsletter an und bekommen Sie die neuesten Hintergrund-Infos, Tipps, Tricks und Stories aus der Welt der Unternehmensberatung, der Nachhaltigkeitsberatung und des Marketings direkt in Ihr Postfach. Schneller und bequemer geht&#8217;s nicht.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3x35sg-7623b2c019de8da99dd5eacc30a82040\">\n#top .hr.hr-invisible.av-3x35sg-7623b2c019de8da99dd5eacc30a82040{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-3x35sg-7623b2c019de8da99dd5eacc30a82040 hr-invisible  avia-builder-el-136  el_after_av_textblock  el_before_av_codeblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_13'  class='avia-section av-2euj3m-6bd6d0780722d736207bea8b8c71e172 main_color avia-section-default avia-no-border-styling  avia-builder-el-138  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3328'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ljoa9oxp-8292540343f4a83333ed42ced3860094\">\n#top .av-special-heading.av-ljoa9oxp-8292540343f4a83333ed42ced3860094{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-ljoa9oxp-8292540343f4a83333ed42ced3860094 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-ljoa9oxp-8292540343f4a83333ed42ced3860094 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-ljoa9oxp-8292540343f4a83333ed42ced3860094 av-special-heading-h2  avia-builder-el-139  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >Mach\u2019s gut, MTV.<br \/>\nDanke f\u00fcr die Ausbildung.<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4c4yhe-45056494e0f37422d8ef8409d0e88ed3\">\n#top .hr.av-4c4yhe-45056494e0f37422d8ef8409d0e88ed3{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-4c4yhe-45056494e0f37422d8ef8409d0e88ed3 .hr-inner{\nwidth:90%;\nborder-color:#b6183d;\nmax-width:45%;\n}\n.hr.av-4c4yhe-45056494e0f37422d8ef8409d0e88ed3 .av-seperator-icon{\ncolor:#b6183d;\n}\n.hr.av-4c4yhe-45056494e0f37422d8ef8409d0e88ed3 .av-seperator-icon.avia-svg-icon svg:first-child{\nfill:#b6183d;\nstroke:#b6183d;\n}\n<\/style>\n<div  class='hr av-4c4yhe-45056494e0f37422d8ef8409d0e88ed3 hr-custom  avia-builder-el-140  el_after_av_heading  el_before_av_four_fifth  hr-center hr-icon-yes'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><span class='av-seperator-icon avia-iconfont avia-font-entypo-fontello' data-av_icon='\ue806' data-av_iconfont='entypo-fontello' ><\/span><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='flex_column av-4joy5e-81926f62ab62b2435cd5b769b5c652f4 av_four_fifth  avia-builder-el-141  el_after_av_hr  el_before_av_one_fifth  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-35kgqa-d95de854314fa326399ef6a7effd520a\">\n#top .hr.hr-invisible.av-35kgqa-d95de854314fa326399ef6a7effd520a{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-35kgqa-d95de854314fa326399ef6a7effd520a hr-invisible  avia-builder-el-142  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lfz8uf3n-37c68037ce15b409facf31d88be38476 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>Reden wir im neuen Jahr \u00fcber Ihre Strategien? Einfach mal bei einem Kaffee quatschen.<\/strong><\/p>\n<p>Rufen Sie mich an &#8211; Sie erreichen mich <a href=\"tel:+436648197894\">telefonisch unter +43 664 81 97 894<\/a> oder per E-Mail an <a href=\"mailto:office@herzbluat.at\" target=\"_new\">office@herzbluat.at<\/a>.<\/p>\n<p><b>Happy new Year! Haben Sie einen guten Start ins neue Jahr.<\/b><\/p>\n<p>Ihr<br \/>\nGregor Wimmer<\/p>\n<\/div><\/section><br \/>\n<\/p><\/div><div  class='flex_column av-hpczlu-55970a6549786662b3914b94e86f67fb av_one_fifth  avia-builder-el-145  el_after_av_four_fifth  el_before_av_one_full  flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lfz89vwo-91b6575dc3b1ce51d5f6b1efc3a13d54\">\n.avia-image-container.av-lfz89vwo-91b6575dc3b1ce51d5f6b1efc3a13d54 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-lfz89vwo-91b6575dc3b1ce51d5f6b1efc3a13d54 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-lfz89vwo-91b6575dc3b1ce51d5f6b1efc3a13d54 av-styling- avia-align-left  avia-builder-el-146  el_before_av_hr  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" loading=\"lazy\" class='wp-image-507 avia-img-lazy-loading-507 avia_image ' src=\"https:\/\/www.herzbluat.at\/wp-content\/uploads\/2019\/08\/Gregor-Wimmer-Marketing-Werbeagentur-Salzburg-Herzbluat-Meisterklasse-Marktkommunikation-Werbung-234x300.jpg\" alt='' title='Gregor-Wimmer-Marketing-Werbeagentur-Salzburg-Herzbluat-Meisterklasse-Marktkommunikation-Werbung'  height=\"300\" width=\"234\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.herzbluat.at\/wp-content\/uploads\/2019\/08\/Gregor-Wimmer-Marketing-Werbeagentur-Salzburg-Herzbluat-Meisterklasse-Marktkommunikation-Werbung-234x300.jpg 234w, https:\/\/www.herzbluat.at\/wp-content\/uploads\/2019\/08\/Gregor-Wimmer-Marketing-Werbeagentur-Salzburg-Herzbluat-Meisterklasse-Marktkommunikation-Werbung-550x705.jpg 550w, https:\/\/www.herzbluat.at\/wp-content\/uploads\/2019\/08\/Gregor-Wimmer-Marketing-Werbeagentur-Salzburg-Herzbluat-Meisterklasse-Marktkommunikation-Werbung-450x577.jpg 450w, https:\/\/www.herzbluat.at\/wp-content\/uploads\/2019\/08\/Gregor-Wimmer-Marketing-Werbeagentur-Salzburg-Herzbluat-Meisterklasse-Marktkommunikation-Werbung.jpg 600w\" sizes=\"auto, (max-width: 234px) 100vw, 234px\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2p8rbm-61758b0f97c62188183fc3d9cc8f5fe9\">\n#top .hr.hr-invisible.av-2p8rbm-61758b0f97c62188183fc3d9cc8f5fe9{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-2p8rbm-61758b0f97c62188183fc3d9cc8f5fe9 hr-invisible  avia-builder-el-147  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lfz8ck64-b977d8e03a35c558665ca93b26530efe '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>Dkkfm. Gregor Wimmer, MBA, CMC, CSME<\/strong><br \/>\nZertifizierter Unternehmensberater<br \/>\nZertifizierter Nachhaltigkeits-Experte<br \/>\nMarketingfachmann<\/p>\n<p><a href=\"tel:+436648197894\">+43 664 81 97 894<\/a><br \/>\n<a href=\"mailto:office@herzbluat.at\">office@herzbluat.at<\/a><\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-4f8n9i-b4491e90af5e35c8cf06f23316764d80 av_one_full  avia-builder-el-149  el_after_av_one_fifth  el_before_av_hr  first flex_column_div  column-top-margin'     ><section  class='av_textblock_section av-9w9vq-8ed84007c80a9f0379bf0a4b0296d531 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>#MTV #RIPMTV #MusicTelevision #VideoKilledTheRadioStar #Musikvideos #90er #2000er #Nostalgie #Kindheit #Popkultur #Musikgeschichte #VIVA #Retro #TikTok #SocialMediaTrends #ShortContent #Reels #ContentCreator #Medienwandel #Streaming #GenZ #Viral #VideoContent #Musikindustrie #Marketing #SocialMediaMarketing #Digitalisierung #Unternehmensberatung #Salzburg #Herzbluat #OnlineMarketing #Kommunikation #Strategie #Trendwende<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2vqt8y-59162841969c9b900fece4932bd390ad\">\n#top .hr.av-2vqt8y-59162841969c9b900fece4932bd390ad{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-2vqt8y-59162841969c9b900fece4932bd390ad .hr-inner{\nwidth:90%;\nborder-color:#b6183d;\nmax-width:45%;\n}\n.hr.av-2vqt8y-59162841969c9b900fece4932bd390ad .av-seperator-icon{\ncolor:#b6183d;\n}\n.hr.av-2vqt8y-59162841969c9b900fece4932bd390ad .av-seperator-icon.avia-svg-icon svg:first-child{\nfill:#b6183d;\nstroke:#b6183d;\n}\n<\/style>\n<div  class='hr av-2vqt8y-59162841969c9b900fece4932bd390ad hr-custom  avia-builder-el-151  el_after_av_one_full  avia-builder-el-last  hr-center hr-icon-yes'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><span class='av-seperator-icon avia-iconfont avia-font-entypo-fontello' data-av_icon='\ue806' data-av_iconfont='entypo-fontello' ><\/span><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>W\u00e4hrend drau\u00dfen die ersten verfr\u00fchten Silvesterraketen den \u00f6sterreichischen Himmel erleuchten, sitze ich hier, im Wohnzimmer, und starre auf einen Bildschirm, der gleich Geschichte schreiben wird. Oder besser gesagt: Geschichte l\u00f6schen wird. Um Punkt Mitternacht, wenn die Sektkorken knallen und wir uns \u201eProsit Neujahr\u201c w\u00fcnschen, endet im deutschsprachigen Raum eine \u00c4ra, die mein Leben \u2013 und das Leben meiner gesamten Generation \u2013 wie keine andere gepr\u00e4gt hat. Die linearen Musiksender von MTV stellen ihren Betrieb ein.<\/p>","protected":false},"author":2,"featured_media":3336,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[554,552,379,72,378,553],"tags":[1269,1268,1280,409,1283,419,1271,388,404,1281,1263,1265,1273,1286,1267,1270,1288,1272,1279,1275,1264,363,1278,1287,1277,69,1282,1276,1289,413,1285,1266,1284,1274],"class_list":["post-3328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-development-und-strategie-consulting","category-esg-csr-nachhaltigkeit-und-verantwortung-strategie-und-beratung","category-marketing","category-strategy-strategie","category-unternehmensberatung","category-wachstums-marketing-und-werbeberatung","tag-2000er","tag-90er","tag-contentcreator","tag-digitalisierung","tag-genz","tag-herzbluat","tag-kindheit","tag-kommunikation","tag-marketing","tag-medienwandel","tag-mtv","tag-musictelevision","tag-musikgeschichte","tag-musikindustrie","tag-musikvideos","tag-nostalgie","tag-onlinemarketing","tag-popkultur","tag-reels","tag-retro","tag-ripmtv","tag-salzburg","tag-shortcontent","tag-socialmediamarketing","tag-socialmediatrends","tag-strategie","tag-streaming","tag-tiktok","tag-trendwende","tag-unternehmensberatung","tag-videocontent","tag-videokilledtheradiostar","tag-viral","tag-viva"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>RIP MTV: Wie TikTok den Video Star t\u00f6tete | Herzbluat<\/title>\n<meta name=\"description\" content=\"Video Killed the Radio Star? Nein, TikTok war es! Erfahre, warum die \u00c4ra der Musikvideos endet, wie Kurzvideos den Markt \u00fcbernehmen und was das f\u00fcr das Marketing bedeutet.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.herzbluat.at\/en\/rip-mtv\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Video Killed the Radio Star, aber TikTok t\u00f6tete den Video Star - RIP MTV\" \/>\n<meta property=\"og:description\" content=\"Video Killed the Radio Star? Nein, TikTok war es! Erfahre, warum die \u00c4ra der Musikvideos endet, wie Kurzvideos den Markt \u00fcbernehmen und was das f\u00fcr das Marketing bedeutet.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.herzbluat.at\/en\/rip-mtv\/\" \/>\n<meta property=\"og:site_name\" content=\"Herzbluat Unternehmensberatung, Marketingberatung, Nachhaltigkeitsberatung, Salzburg\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Herzbluat\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/herzbluat\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-31T10:48:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-02T12:00:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.herzbluat.at\/wp-content\/uploads\/2025\/12\/251231-Video-kills-the-radio-stars-rip-mtv-scaled.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1429\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Gregor Wimmer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@HERZBLUAT\" \/>\n<meta name=\"twitter:site\" content=\"@HERZBLUAT\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gregor Wimmer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"33 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/rip-mtv\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/rip-mtv\\\/\"},\"author\":{\"name\":\"Gregor Wimmer\",\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/#\\\/schema\\\/person\\\/ecd857b6c52f4c228af400030cf71670\"},\"headline\":\"Video Killed the Radio Star, aber TikTok t\u00f6tete den Video Star &#8211; RIP MTV\",\"datePublished\":\"2025-12-31T10:48:06+00:00\",\"dateModified\":\"2026-01-02T12:00:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/rip-mtv\\\/\"},\"wordCount\":26737,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/rip-mtv\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.herzbluat.at\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/251231-Video-kills-the-radio-stars-rip-mtv-scaled.webp\",\"keywords\":[\"2000er\",\"90er\",\"ContentCreator\",\"Digitalisierung\",\"GenZ\",\"HERZBLUAT\",\"Kindheit\",\"Kommunikation\",\"Marketing\",\"Medienwandel\",\"MTV\",\"MusicTelevision\",\"Musikgeschichte\",\"Musikindustrie\",\"Musikvideos\",\"Nostalgie\",\"OnlineMarketing\",\"Popkultur\",\"Reels\",\"Retro\",\"RIPMTV\",\"Salzburg\",\"ShortContent\",\"SocialMediaMarketing\",\"SocialMediaTrends\",\"Strategie\",\"Streaming\",\"TikTok\",\"Trendwende\",\"Unternehmensberatung\",\"VideoContent\",\"VideoKilledTheRadioStar\",\"Viral\",\"VIVA\"],\"articleSection\":[\"Business-Development und Strategie-Consulting\",\"ESG, CSR, Nachhaltigkeit und Verantwortung - Strategie und Beratung\",\"Marketing\",\"Strategy \\\/ Strategie\",\"Unternehmensberatung\",\"Wachstums-, Marketing- und Werbeberatung\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.herzbluat.at\\\/rip-mtv\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/rip-mtv\\\/\",\"url\":\"https:\\\/\\\/www.herzbluat.at\\\/rip-mtv\\\/\",\"name\":\"RIP MTV: Wie TikTok den Video Star t\u00f6tete | Herzbluat\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/rip-mtv\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.herzbluat.at\\\/rip-mtv\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.herzbluat.at\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/251231-Video-kills-the-radio-stars-rip-mtv-scaled.webp\",\"datePublished\":\"2025-12-31T10:48:06+00:00\",\"dateModified\":\"2026-01-02T12:00:11+00:00\",\"description\":\"Video Killed the Radio Star? 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