Single man flying suites: The future is here

We are now a few stages before single man flying suites become commercially available for the masses. In this stage of the technology life cycle, it is common to see multiple companies coming up with their own working prototype.

In the next stage, some number of companies will figure out the business model and marketing channels while a lot more will fail. Many of the viable ideas and employees from these failed companies will get absorbed into the surviving companies.

The final stage would be when the manufacturing gets outsourced to China. During this stage, cost of production will drop by 10X. That is when adoption gains traction amongst the early majority .

The stage after would be when government steps in to define regulations for proper use in public.

https://www.facebook.com/100056716005101/videos/236171661616699/

#business #manufacturing #innovation #supplychain

An evening of insights with the Hutters

The optimized route for a startup is to first deploy a small skeleton crew to focus on mining for the insights on human behavior with cheap experiments that will support a viable business model before raising money and scaling up the operations.

Big organizations tend to forget the insights that lead to the founding of the company. That is how large companies get disrupted by new entrants who “rediscover” them.

If there is a company out there that is solving a problem you are trying to find a solution for but you cannot think of it off the top of your head, they might as well have been dead.

What you think might work will usually not. It is only when you land up in a promising domain and start mining for insights in that domain do you start finding ones that are useful for building a company with.

Screenwriting is probably the only occupation where you can envision how all the moving pieces fits together while you are lying in bed. Writing a business plan is a very useless undertaking because unless you have tested your business model to get actual market response, you will not know if it would work or not work. This is much of other inductive processes where much of the building blocks required to work are out there in the environment yet know and to be discovered.

Do not be fixated on what should but be instead embrace on what is and work for there when it comes to human nature.

Humans are motivated beyond pain and pleasure.

No one has considered hyperlinks themselves as important data elements.

It is usually the simplest actions backed by the most fundamental insights that drives the largest consumer adoption.

People feel that sense of accomplishment when they gather stuff thanks to our hunter gathering roots. They might not even need it at the end of the day.

Social book marking just died when most of their operators pivoted away from the central idea in 2005

  • Stumble upon
  • Digg
  • Reddit
  • Pintrest
  • Trello

The mass adoption of Slack and Quip might be a great channel for growing such an idea again but for the enterprise space.

The success of YouTube can be speculated to be due to:

  • In baked flash media code into browsers
  • Increase in bandwidth
  • Delaying the payment of royalty fees and taking down of copyrighted contents
  • They got sold for 1.2billion but paid of 750million in terms of royalties

Mark Cuban is a fake billionaire for selling Real networks to AOL which eventually got shut down after six months. Reason for Real Network being empty is because while it looking really impressive on the outside, it did not capture any of the user behaviors.

People only build shared reality with others they consider part of their own tribe. They might interact with others who are not considered part of their own tribe but will not go about building a shared reality with them. This is how echo chambers happen.

Related readings

  • Tory Higgins, “Beyond Pleasure and Pain: How Motivation Works”
  • Tory Higgins, “Shared Reality”

Paid acquisition strategy review

The way MasterClass, Apple and SquareSpace execute their paid acquisition strategy is just a cut above the rest. The advertisement are inherent viral.

SquareSpace – John Malkovich Super Bowl 2016
https://youtu.be/LgQB9cIa0DE
SquareSpace – Jeff Bridges super bowl 2015

Apple: Think different 2013
https://youtu.be/5sMBhDv4sik

Apple: 1984 big brother
https://youtu.be/VtvjbmoDx-I

MasterClass – Hans Zimmer
https://youtu.be/yCX1Ze3OcKo

Advise from Casey Winters on SEO metric tracking for startups

For startups utilizing SEO as a acquisition model to focus on the following:

  • Utilize this formula to track performance: for all keywords ranked ( Ranking of site for keyword + Monthly Search volume of keyword )
  • User perceived wait time
  • Conversion rates from visits to registration

In a nutshell, to rank for more keywords via pages created instead of trying to optimize for specific keywords.

Thoughts on advertising

Getting a deep level of empathy from another fellow human being is one of the most yearned desires of every person.

A message in recognition of a person’s  actualized self is more powerful than one centered around what you are trying to sell.

Different by Youngme Moon

Key takeaways

  • Removing an authoritative metric to measure performance invites fresh reinterpretation and creative differentiation
  • Having an authoritative metric in place is the surest way to invite competition and conformity
  • “For the most part, we do not see before we define, we define before we see”  Public Opinion, Walter Lippman
  • In business product categories are very flexible. All it takes is a perceptual shift to transform the consumption behavior of the masses
  • “Intuition becomes increasingly valuable in new information society precisely because there is so much data”, John Naisbitt

Microsoft university penetration strategy

Tools of the trade

  • content marketing like documentation and tutorials on how to use tools
  • Speaking at events as first point of contact for lecturers and TAs
  • Sponsorship through hackathons
  • direct outreach to educational TAs
  • support for student mentorship programs

Acquisition

  • Reach to TAs to try out tools for free
  • Setup booths at hackathons and conducting workshops
  • Train student on the use of MS tools so that they can become successful mentors – GitHub strategy
  • Provide budget for student groups who want to organize learning sessions involving how to use the tools

Feedback mechanism /

  • track the conversion rate of documentations visit to corresponding sign up levels
  • track time on documentation
  • listen for feedbacks when interacting with students during hackathons to figure out portions of the documentation that are confusing

Metrics

  • track YoY student traffic usage during lull periods to determine if baseline is improving.

Growth Leaders Cocktail Hour & Modern CMO Panel

Panelist

  • Todd Wilms, Fractional
  • Lauren Vaccarello, Talend
  • Matt McAllister, Mobile Tech RX
  • Carilu Dietrich, Classy

Key take aways of being a CMO

  • Counter-intuitively – the higher you are in the hierarchy the more silo-ed you become
    • average tenure 18 months
  • Alignment is the most important thing
    • your primary team is the executive team
    • Always figure out what the CEO is reading
    • Start thinking about needs of board, investors and C-Suit
  • strategic mindset:
    • start thinking in terms of framework
      • step away from the minute details
      • it is the job of the VP of marketing to fill in the details within the framework
    • look across various functions for solutions
    • move beyond your own functional area when required
    • as opposed to marketing which is
      • minding the day to day activities
      • moving the levers to drive conversion rates
  • Growth mindset
    • be ready to go where the business needs you
    • Be hypothesis driven
  • market focus
    • actively monitor the markets
      • define a new category
      • size of market
      • competitors
      • disruptors
    • read earnings report of company and competitors
    • read more Wall Street Journal
    • Understand the P&L so as to understand how money is flowing through the company
  • Important allies
    • Someone on the sales team
    • Someone on the finance team
      • they know where money comes from and where money is spent
  • Brand values
    • clarify the narrative for your team to do their job
    • quite similar to core values
    • the personality that will dictate how interaction occurs at all touch points
  • Creating the customer communications play book
  • Analytics
    • on users
    • secondary data from researchers
    • to gain influence to own the P&L
  • Perpetual learner
    • The new paradigm
    • AI disruption: Department of defense using AI to parse through PHD thesis to figure out new technology to defend against
    • start utilizing the services of coaches for private help as the stakes are high
  • Marketing
    • demand generation
    • digital marketing
  • On hiring
    • ask about topics not related to their area of interest
    • see if they crumble under pressue
    • how did they turn a crisis into an opportunity.

Related readings

  • The hard thing about hard things, Ben Horrowitz
  • Beyond Product, Todd Wilms

General thoughts on Mark Zuckerberg’s warning of the internet’s role in Authoritarianism displacing Democracy

  • The polarization between democratic systems and authoritarian systems is becoming more apparent as China leverages its growing middle class to project it’s influence on the world stage a strategy that US has been utilizing for the past decades.
  • Facebook is a vehicle for projecting American values overseas.
  • The African continent remains a land grab for the two different regime types. Thus far, China has won out on the physical infrastructure and government level while FaceBook has won out on the community grassroots levels.
  • For the C Suite especially CMOs to execute their jobs well they need to be focused on what’s happening out there in the world as opposed to what’s happening within their own functional organization. It’s the VP of marketing’s job to handle what is within their own marketing organization.
  • Its a time when US companies will need to navigate the international markets while managing the challenges to their American values.
  • The Chinese government has done a better execution on that front with their One Belt Road initiative by clearing the path at the government level to facilitate the unhindered expansion at the commercial level by its enterprises.
  • Western media is working at full Rev to control the narrative frames that drives public opinions.
  • Mark Zuckerberg has masterfully leverage recent trends to reframe Libra as a champion of democratic ideals as opposed to a disintermediation force on central banks around the world.

Related references

Zuckerberg Warns China’s Censored Internet Could Still Win Out
https://www.bloomberg.com/news/articles/2019-10-17/zuckerberg-warns-china-s-censored-internet-could-still-win-out

Apple bows to China by removing Taiwanese emoji

https://qz.com/1723334/apple-removes-taiwan-flag-emoji-in-hong-kong-macau-in-ios-13-1-1/

Christian Dior apologizes for omitting Taiwan from Chinese map

https://www.breitbart.com/national-security/2019/10/17/china-bullies-christian-dior-apologizing-omitting-taiwan-map/

China exerts pressure on NBA to fire key executive for tweet on Hong Kong unrest

https://www.nytimes.com/2019/10/17/sports/basketball/nba-china-adam-silver.amp.html

Solomon island switches relationship to China from Taiwan

https://www.nytimes.com/2019/09/16/world/asia/solomon-islands-taiwan-china.amp.html

Kiribati switches relationship to China from Taiwan

https://amp.theguardian.com/world/2019/sep/20/taiwan-loses-second-ally-in-a-week-as-kiribati-switches-to-china

Southeast Asia balances between Chinese Markets and US defense

https://www.nytimes.com/interactive/2018/03/09/world/asia/china-us-asia-rivalry.html

Facebook Warns Washington That Beijing Wins If Libra Plan Fails
https://www.bloomberg.com/news/articles/2019-10-17/facebook-warns-washington-that-beijing-wins-if-libra-plan-fails

 

 

Patagonia’s brilliantly executed brand positioning

This company has moved beyond selling physical products and lifestyles into the business of selling an identity.

The persona

I am youthful and vibrant, I am passionate about the great outdoors and I will fight to preserve the environment which I so much love.

My thoughts

Nowhere within this 100 page magazine was there ever a mention that Patagonia sells outdoor gears but if you identify with the persona just described above then Patagonia is your go to brand.

The company has positioned its brand at the self actualization level of the Maslow’s hierarchy of needs.