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1. The Interactive Industry: It’s people. It’s technology. It’s everywhere.

1. The Interactive Industry: It’s people. It’s technology. It’s everywhere.

Despite a relatively short history, the products created by the interactive industry are now ubiquitous in our daily lives, from how we obtain news to how we communicate with our loved ones to how we work with our colleagues. Understanding this landscape is critical to creating products that are effective for both clients and end users.

In this chapter, we’ll discuss

• The interactive industry and its products

• Its evolution from software development and advertising

• Manifestos: guides for clients, leaders, and teams

The interactive industry is a little like advertising and a little like software, but it’s also something altogether different. As organizations, interactive agencies are often viewed as peers of advertising or marketing, while their deliverables are often viewed like software. But neither of those perspectives are entirely accurate—especially when it comes to process. Before jumping into managing interactive projects, let’s look at what the industry is, how it evolved, and what stakeholders should know about it.


  

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