The Storyteller’s Dilemma: Adapting to the New Age of Digital Disruption

By in Avid C-Suite

I’ve always been drawn to technology that brings humans closer together, and at Avid we empower our preeminent customer community with comprehensive tools and workflow solutions to create, distribute and monetize the most watched, loved and listened to media in the world.

I’ve been a student of this developing trend for some time and it’s what motivated me to write my latest book, The Storyteller’s Dilemma: Overcoming the Challenges in the Digital Media Age. Leading Avid these last four-plus years, I’ve been in a unique position to see the media industry from four very different perspectives:  The content creator; the emerging artist; the technology innovators who help them tell their stories; and the distributors who put that content in front of audiences. Tectonic, technology shifts unfolding today are affecting all of them.

This creates tremendous challenges and opportunities alike. The book focuses on lessons learned in the digital age from addressing global challenges facing the media industry, including limited media tech budgets, the increasing rate of content creation, an exponential growth in distribution platforms, the continued increase in content consumption, and the economic realities of the digital age. Addressing these challenges is what drives innovation at Avid and has led the company to develop the industry’s most open, tightly integrated and efficient platform designed for media. And that’s what led me to this question: Are there solutions, perspectives, lessons to which we’ve been privy that might be valuable to others in our business – and even outside the media industry? I think the answer is “yes,” since just about everyone is trying to navigate these changes and implementing technology to improve their businesses.

Over the coming months, you’ll be hearing and reading a lot about The Storyteller’s Dilemma. I write in my book that, “It’s clear that the tools of technology are allowing us to create and connect in ways that we could only imagine a decade or so ago. What role will this generation play in sustaining the power of sharing that is part of our social fabric? How will we ensure that the stories, which have always provided a fundamental connection that ties us together can continue to be a vibrant, thriving part of our lives?” I hope you join me as we address these questions, engage in meaningful conversations, and provide real answers that will benefit all sectors of our industry.

The Storyteller’s Dilemma

In The Storyteller’s Dilemma Louis Hernandez, Jr. shares his perspectives on how technology is changing the way we share experiences in the connected digital age, and the economic realities of an evolving media landscape.


As Avid’s Chairman and CEO, I am proud to lead the company that is advancing the Avid Everywhere vision for the future of the media industry – helping all content creators and media organizations connect with their audiences in more powerful, efficient, and profitable ways.
  • Mike Garone

    How can a person get an honest appraisal when your flooded with aspiring hungry writers pouring in work every day,wanting to write. Some with no income desperate to be a published.. As pro baseball player trying to make the majors I know what heart break is. Did 20 the hard way in the NYPD. Wasn’t interested in guns, but did the job like the rest of the guys…During my 17th year a Grant offering 100 cops and Firemen To become RN’s. Found a job as Hospital Risk Mgr protecting Hospital and staff against law suits. Would like my grand kids, to read my work to help them know who I really am, and remember me.The 3 issues of the day pertain to my stories sports 4 years Baseball 20 Law enforcement,and 13 in health care……