Mark Twain famously said, "It ain't what you don't know that gets you into trouble. It's what you know for sure that just ain't so."

Mark Twain wasn't writing about DAM, but as we head toward the end of the year, there is plenty of change in the air we should reflect on. It's a perfect time to hold true-and-tested assumptions up to careful scrutiny to see whether they still make sense, and to anticipate the changing business needs that we’ll need to be ready for–and able to harness–to help our organizations succeed.

A couple of weeks ago we did just this. We spent an hour with our good friends at Henry Stewart, discussed seven of these assumptions, and explained why they needed to be reconsidered. The topic must have resonated, as it was the most highly-registered Henry Stewart webinar of the year (recording here), so I wanted to share our thinking on the blog as well.

First, let's run down the list of common beliefs that we'll be digging into over the next few weeks:

  1. Enterprise DAM is a hopeless idea that never has and never will work. Silos are just too hard to bust through. This has all too often been true historically. But must it be forever so?

  2. Creative content is precious and must be handmade. This is the idea that all content needs human creation and review. It's been true for literally thousands of years, ever since a prehistoric artist picked up a burnt stick from the fire and scratched on the walls of a cave. I'm very sympathetic to this point of view: after all, I have an opera performance degree, so I even look down on microphones, and my wife has 2 art degrees. But for better or worse, this belief just isn't as true as it once was, and we'll talk about why.

  3. Ephemeral content has only ephemeral value. If our latest Facebook ad is hyperpersonalized and contextualized, what's the point of keeping it around?

  4. Imagery is the key content type in DAM. How many DAM demos have you seen that show a big grid of pictures? There are even some DAM vendors whose names are synonyms for "image", and I'll let you guess which ones I’m thinking about. I think we've been looking at image grids for so long that the idea is almost interchangeable with DAM. But not for long!

  5. DAM is all about getting and holding assets. To be fair I think most folks would agree this idea became outmoded and unfashionable a few years ago already, but there is further change afoot in the scope of DAM that I want to bring to your attention.

  6. I've heard from a lot of DAM users and implementers that Autotagging is a gimmick, so AI doesn't really have a role in DAM. Is it time to reconsider?

  7. Legacy DAM will strangle your ability to innovate and change; the only escape is to a department-by-department approach. Company after company has told us that the first part of that is true–but does that necessarily mean the second part is too?

In my next post we'll start working our way down the list! We'd also love to chat with you about DAM trends, and what you can do about them, at DAM LA 2017 conference in mid-November at a discounted rate by using the code URI100. I will be speaking on the panel "Tools & Solutions: How are Vendors Approaching DAM's Challenges?", as well as another talk to be announced, and I look forward to seeing you there!

This post was first published on LinkedIn, here.