The Week: Best of the blogs - Reality check

One of the hardest things for agency people to do is to see things as they really are. Not as they'd like them to be. Not as they've heard they are. Not as they've read they are. Not as their company's philosophy says they are. But as they really are.

The terribly difficult part about this is that you have to take yourself out of the equation. You have to understand that you are not typical. That your circle of friends is probably not typical. That the articles you read, the blogs you subscribe to, and the colleagues you talk to are probably not typical.

In fact, the entire micro-culture you are immersed in is not typical.

Let's take me, for example. I am about the lightest user of television you can find. I'm sure I spend at least 20 times more time on the web than I do watching television. I have a blog, a Twitter account, a Facebook page. I am a prototypical web geek.

And yet, every few months I try to run a piece here at The Ad Contrarian to remind us where the web stands in the advertising pantheon.

I try to keep my personal behaviour in perspective and understand that I am very, very far from typical.

Most important, I try to remind myself - and you - that no matter how much hype we have read, and no matter how many trendy opinions we have been exposed to, no-one is smarter than the facts.

Each month I expect to find a "tipping point" event that launches the web into a new level of success as an advertising medium.

So far, the facts say it hasn't happened.