Thinks 853

Adam Grant: “When it comes to email, however, most of what’s in your inbox is less urgent than it appears. In a series of experiments, the researchers Laura Giurge and Vanessa Bohns demonstrated what they call an email urgency bias. When people received emails outside work hours, they thought senders expected faster replies than they did. The more recipients believed they needed to respond quickly, the more stressed they felt — and the more they tended to struggle with burnout and work-life balance. The stress was mitigated when senders took a simple step: communicating their expectations. Just saying something like “This isn’t urgent, so get to it whenever you can” was enough to alleviate the perceived pressure to respond quickly…When we place too high a priority on the speed of our email replies, we destroy our ability to focus. Interruptions derail our train of thought and wreak havoc on our progress. When you know you don’t have to reply to emails right away, you can actually find flow and dedicate your full attention where you wish.”

Economist: “[Twenty years on], the Human Genome Project revolutionised biology…Genomics has…come to form a framework for biology in the way that the periodic table forms one for chemistry. It touches everything. And with that, the ambitions for their subject of those biological prophets of the 1980s are being fulfilled in a manner they could scarcely have dreamed of.”

Alok Kshirsagar: “Five factors stand out from McKinsey’s experience with founders in India and around the world who have scaled up to build organizations that endure. They build a structure designed for growth. They create new ways to collaborate. They get talent right. They foster a distinctive culture: They adapt their leadership model.”

Thomas Friedman: “in today’s fused world, the notion that China can economically collapse and America still thrive is utter fantasy. And the notion that the Europeans will always be with us in such an endeavor, given the size of China’s market, may also be fanciful…As for China, it can tell itself all it wants that it has not taken a U-turn in recent years. But no one is buying it. China will never realize its full potential — in a hyper-connected, digitized, deep, dual-use, semiconductor-powered world — unless it understands that establishing and maintaining trust is now the single most important competitive advantage any country or company can have. And Beijing is failing in that endeavor.”

Netcore International: An Indian SaaS MNC in the Making (Part 3)

Forward

IndiaWorld, my first success, was also an international success. Indians from all over the world had made our portals their content destinations in the late 1990s. Many of our advertisers were from the US – looking to target affluent Non-Resident Indians (NRIs). Netcore began with a focus on B2B communication and marketing solutions for enterprises in India. We perhaps should have ventured outside India much before we did. But we had to build a safety pool of capital before we took risks in new markets. That strategy has worked well and we now have the foundation for accelerating global growth.

I was reminded of this from a few years ago as I sat in the room listening to my colleagues: “In one of our reviews in Netcore after we had failed to show progress in our international foray, one of our Advisory Board members asked: “Why are you chasing Menaka?” Seeing my puzzled look, he said, “Are you really serious about your international efforts? Or are they just so some of you can travel abroad periodically? Right now, you are chasing Menaka – it’s an attractive distraction.” Under the leadership of Netcore’s CEO, Kalpit Jain, international is now a very attractive destination!

What has worked for us is the courage that a few Netcorians had to leave the safe shores of the home market and build their lives and Netcore’s business in new markets. We have found the right leaders who have, step by step, built trust and recognition for Netcore against competition willing to splurge money. Our email products worked as the landing points and then our customer engagement suite provided the expansion. Our three acquisitions in the past few years helped with personalisation, product experience (nudges), and solving the search problem for ecommerce sites. Our local teams experimented with the go-to-market until their messages hit the right chord. We organised “Hashouts” (conferences) to connect customers and prospects to each other. We learnt from our mistakes and shared these amongst teams to ensure we did not repeat errors. We thus created a playbook to enable us to expand faster to new markets.

The teams outside India work with “scarcity” – they do not have the full attention and resources that the India teams have, being close to HQ. In a way, that has worked well – because the teams outside India have learnt to do “more with less.” Their marketing innovations are now being replicated in India – much like global MNCs have taken their learnings from India to their home markets.

The two days I spent in Bangkok created some wonderful moments and memories: the camaraderie between people many of whom were meeting their colleagues in person for the first time, the spirit of sharing success stories and learning from the losses, and the bonding between sales and the supporting teams (marketing, SDRs, customer success). I left with the belief that “One Netcore” applied not just to our full-stack product but also to our people. Across nationalities, gender and age, they have united to grow Netcore globally. We have done a lot of the hard work across many markets, and are now ready for our version of exponential, forever, profitable growth. Netcore International is a triumph of the indefatigable human spirit of ceaseless exploration – and we have many new markets to conquer and many new customers to help in their profipoly quest with our Made-in-India, Made-for-the-World products.

Thinks 852

Nathan Baschez: “What holds a social app together? Ask any tech enthusiast and they will quickly tell you: network effects. Put simply, social apps allow us to communicate with familiar faces in a familiar way, and they make it easy to meet new people. Starting a new social app is kind of like starting a new town: it’s just a bunch of empty space at first. This is why most social apps fail. New networks usually are formed when a new way of communicating is enabled by a technology shift. Broadband internet and flash video enabled YouTube. SMS enabled Twitter. Mobile photography enabled Instagram. Today it feels like we’re living through another important cultural shift—the decline of Twitter—and a new generation of networks are experimenting with new structures to try and capitalize on it. If we want to understand what’s next, it helps to ask: What caused the culture shift? What new structures would be better? And what will it feel like to use the internet in the future?”

NYTimes: “We do remain dependent on traditional gig labor, a fact that blazed into our collective consciousness with the pandemic and our sudden reliance on workers like delivery drivers. What is less often appreciated, though, is just how much, and how steadily, the structure and technology of gig work have expanded beyond our most obviously “Uberized” jobs. The gig economy, at this point, encompasses not just drivers or repairmen, not just designers or proofreaders, but also retail workers, the armies of itinerant nurses who crossed the country to shifting Covid hot spots and even white-collar professionals like lawyers and consultants. Whether they seem like “gigs” or not, countless varieties of jobs are sliding into the ecosystem of the gig — the world, broadly defined, of technology-enabled temporary employment — and steadily loosening the ties between workers and employers.”

WSJ: “With the new generative AI tools, like ChatGPT, anyone can put in a prompt—type in a few words and get a result. But that doesn’t mean that the results will be relevant or accurate. The key is putting in the right prompt. The fact that you can communicate with the latest AI systems in plain English “is very deceptive,” says Peter Lin, a computer-science professor at the University of Waterloo. That’s why some businesses are now hiring prompt engineers—people with the skills, background and practice to talk to so-called large-language AI systems effectively—and why many people expect prompt engineering to be a desirable skill for many kinds of workers to add to their resumes.”

FT: “As co-founder of the database software company, Ellison had long owned around a fifth of the stock. Then, just over a decade ago, Oracle started repurchasing its shares in earnest, ploughing much of its free cash flow — along with tens of billions that it borrowed — into one of the biggest buyback programmes in corporate history.  Simply by sitting on his holding and not selling, Ellison has seen his personal stake increase steadily, to reach 43 per cent of Oracle…Along with a history of solid if unspectacular earnings, this judicious financial engineering has boosted the value of Ellison’s stake more than three-fold. His personal fortune has soared to more than $100bn, making him the world’s fourth-richest person, according to Forbes.”

Netcore International: An Indian SaaS MNC in the Making (Part 2)

Unstoppable

The theme of the Netcore international sales conference was “Unstoppable”, and I built on it. I spoke about the need to set growth expectations not on past performance but the market opportunity. We had enough success stories that we could now start thinking bigger. Instead of thinking in growth percentages, we needed to look at multiples. In the red ocean of competition, we needed to create our blue ocean where we could create a repeatable sales motion. Instead of us chasing customers, we needed to get customers to chase us for the products which delivered great value to them. And to do this, we needed to change our approach – from thinking about our solutions to solving problems for our customers. We needed to move beyond thinking retention, engagement, and personalization to helping customers grow revenues, cut costs, and supersize their profits – laying a foundation for their exponential, forever, profitable growth. We needed to help them create the best moat in their business – a “profits monopoly” (profipoly). Our ProfitXL idea could help them do just that. A few slides captured this “switch pitch”:

The last point about Netcore’s profitability mindset got a rousing response from the audience. Our enterprise customers want profitable growth, and yet the vendors who are trying to sell to them remain unprofitable even after years of being in business! I have always felt proud of Netcore’s focus on balancing growth with profitability. Our bootstrapped nature means we do not face investor pressure to toggle from growth-at-all-costs to a sudden turn about cutting costs in efforts to breakeven and conserve cash. This is the same mantra which now resonates with our customers. It is a theme I have covered extensively in my essays on new ideas on marketing.

I then spoke about 5 Ms: a entrepreneurial mindset, a mission that thinks 10X bigger (moonshot, and not just roofshot), creating a moat with our progency approach combining product and agency, thinking monopoly in an account by using the full-stack of products we have to land and expand, and finally, making our demos magical.

I ended by saying that the next stop in our journey was to go from Unstoppable to Unlimited: unlimited growth, opportunities, and scale. And for that every Netcorian will also need to become better – learn one new thing each quarter to become better at what they do. Companies are people collectives. As they grow, so will Netcore and so will our customers.

It was one of my better talks in recent times. The occasion helped – I wanted to inspire the team gathered on to greater heights. They are on the frontlines, and if we have to grow 10X, we need them to up the game and create our unique space with product and service to deliver the profitability outcomes our customers want and expect from us.

Thinks 851

Rita McGrath: “I’ve been studying corporate innovation efforts that go wrong for years. And the pattern is very common – it’s trying to force-fit new things into the model that works well for things that are predictable. So a company has a great idea (or what it thinks is a great idea). It immediately puts a big team on it, fully funds it, creates an 18 month launch plan and perhaps issues a big splashy announcement, before you’ve done any of the thinking that’s need to reduce uncertainties (a point also made by our friends Bent Flyvbjerg and Dan Gardner). What do you get then? Untested assumptions, taken as facts. Few validated demonstrations of market desire for the things. Completely nonsensical commercial plans. Fear of the competition dominating decision-making. And I could go on. It’s perhaps not surprising that so many would-be whiz-bang innovations end up getting shut down when anyone looks under their proverbial hood.”

Casey Rosengren: “This is one of the beautiful and painful parts of building a company–at some point, your comfort zone becomes the bottleneck in your business. Either you grow as a founder (and a person), or the company plateaus. Whether you’re just starting out or are running a billion-dollar business, success depends on your ability to tolerate discomfort.”

WSJ: ““How did you go bankrupt?” Bill Gorton asks the wastrel Mike Campbell in Ernest Hemingway’s “The Sun Also Rises.” “Two ways,” Campbell replies. “Gradually, then suddenly.” Our fiscal course is in the “gradually” phase. We don’t know whether or when “suddenly” will come, but it would be reckless to assume that it won’t. Countries don’t go bankrupt the way individuals and companies do, but they experience something similar when creditors are no longer willing to buy their debt at a decent price. During decades of low and declining interest rates, loose fiscal policy didn’t have the consequences that pessimists predicted—higher interest rates and crowding out of private-sector borrowers—but this era has come to an end…Our kids will inherit a nation less financially sound than it was when we were born.”

Bloomberg: “Once synonymous with the crisis that brought on an Asia-wide financial meltdown a generation ago, Thailand gets almost rave reviews now. This relative resilience of its economy may be tested by a pronounced downturn and a re- awakening of the country’s deep political divisions. Calamity appears to be the last thing on investors’ minds when they think of Thailand these days. Goldman Sachs Group Inc. even likened the nation to a “safe haven.” Among the kingdom’s attributes are a resurgence in tourism, low foreign debt and a surplus in the broadest measure of trade. That’s a halo historically associated with Switzerland, Japan or prized asset classes like US Treasuries. The baht, whose nosedive in 1997 wrote the opening chapter in an emerging-market upheaval, was one of the most sought-after Asian currencies last quarter.”

Netcore International: An Indian SaaS MNC in the Making (Part 1)

Local to Global

As I rose to speak in a Bangkok conference room in front of the 60 Netcorians gathered from all over the world for our international sales conference, I was overwhelmed. My memory went back to the early days of Netcore more than 25 years ago – all of us working out of a small office in Mumbai’s Fort area. And here we were, people from 15 countries all gathered to celebrate a wonderful year gone by and look ahead to the future. Netcore has come a long way in the five years since we began our international expansion in earnest. After multiple failed attempts, we finally got our playbook right and tasted success. Each year we added a few new countries to the mix. Now, as I prepared to speak, seeing the entire international team (except North America which we treat as a separate geo), I realised that what we were really building was a B2B SaaS multinational – with roots in India and customers everywhere in the world. It was a proud moment for me. I was happy  to be in the presence of my colleagues who lived by the motto of “think global, act local.”

For the past day, I had heard many of them speak about their regions and how they had done. Southeast Asia and Nigeria were where we had begun, and then had expanded to the Middle East, and most recently to Europe, Latin America, and Australia. It was exhilarating to listen to how they improvised in their markets to fight off competitors and win the trust of customers. Many spoke about the culture of Netcore which gave them the freedom to be “entrepreneurs with a safety net.” While we do send people from India to the international markets, most of the team are local hires with a very good understanding of the language and nuances of doing business in their country. For decades, we have read about how the likes of Unilever, P&G, Coke, Pepsi, Nestle, and other MNCs have expanded from their home markets to conquer global markets. India’s IT services company showed the way in the past three decades in winning business globally. But there have not been many Indian product companies who have made a mark globally. SaaS (cloud software) offers Indian companies one such opportunity. In Netcore, we have been doing just that – having found success in India but also limited by its size, we have been working to expand globally.

In that room, seeing the enthusiasm, excitement, and energy in the global Netcorians, for the first time, I felt that we could truly build an Indian MNC. We have the product factory in India, and now we had the talent machine in Netcorians winning deals outside India and building their own mini “proficorns”. I savoured the moment, and then began my talk.

Thinks 850

Economist: “On a whole range of measures American dominance remains striking. And relative to its rich-world peers its lead is increasing…though purchasing-power parity (PPP) is the right metric for comparing people’s well-being in different economies, in terms of what those economies can achieve on the world stage it is exchange rates set by markets that count. And looked at this way, American pre-eminence is clear. America’s $25.5trn in GDP last year represented 25% of the world’s total—almost the same share as it had in 1990. On that measure China’s share is now 18%…More astonishing, and less appreciated, than its ability to hold its place in the world as a whole is the extent to which America has extended its dominance over its developed peers. In 1990 America accounted for 40% of the nominal GDP of the G7, a group of the world’s seven biggest advanced economies, including Japan and Germany. Today it accounts for 58%. In PPP terms the increase was smaller, but still significant: from 43% of the G7‘s GDP in 1990 to 51% now.”

WaPo: “There is no one thing that will ensure healthy cognitive aging, but all these factors are interactive, researchers said. If we start chipping away at the dementia risks and pile on protective factors, we can reap positive effects. Here are some that may help: Eat like a centenarian by incorporating fiber-rich foods and nuts into your diet. Exercise your body. Exercise your brain. The brain loves a challenge, so do activities that engage your noggin. Stay connected. Social isolation and loneliness are risk factors for dementia, while social contact is protective. Foster resilience. When something bad occurs, try to embrace the challenge.”

FT reviews We Need to Talk About Inflation: “Stephen D King’s highly readable and informative book provides a welcome antidote. Its title is spot on. We should talk about inflation, not least because of its arbitrary incidence. It penalises thrift and rewards profligacy. It makes planning difficult. And it enables government through sleight of hand to impose stealth taxes through freezing tax thresholds and real wage cuts on its employees. King’s canter through 2,000 years of inflationary history — from Emperor Diocletian’s debasement of the coinage through to the Federal Reserve’s decision in 2021 to allow inflation to run at above the 2 per cent “central target” — is instructive. Money matters. Print too much and inflation generally follows. But sadly the quantity of money and inflation is not so correlated as to make monetarism — the strict control of supply — an effective policy guide.”

WSJ: “Welcome to the next wave of remote work. During the pandemic millions of Americans worked from home and many decamped to cities like Boise, Austin and Phoenix. Companies learned that employees could be productive from afar, thanks to remote-working tech like Zoom and Dropbox. Those moves were usually at the behest of workers who wanted a change of environment, sought more living space or somewhere cheaper. Companies agreed to these arrangements largely to retain employees in a competitive labor market. Now companies are responding to lingering labor shortages and rising wages by sending jobs overseas, according to labor consultants.”

The Coming of Inbox Commerce (Part 5)

All-in-Email

I wrote about All-in-Email in the context of hotlines in my essay on ProfitXL:

For the past decade or so, almost nothing has changed in the push channels. And now, almost suddenly, a triad of innovations is creating excitement: emails can become interactive thanks to a technology called AMP, WhatsApp (popular in many countries) has allowed for brands to interact with customers, and Atomic Rewards can offer gamified micro-incentives to encourage attention and the sharing of personal information (also called zero-party data). AMP, WhatsApp and Atomic Rewards can thus drive inbox engagement and action funnels closer to consumers. AMP and WhatsApp can even replace apps – and combined with the advantage of ‘push’ give marketers control to initiate conversations which can lead to conversions.

AMP, because of its underlying email base, costs a fraction of that of WhatsApp (which is controlled by Meta). While still in its infancy in terms of use cases being deployed, AMP will enable what I call “All-in-Mails”. From filling forms to lead generation, from spinning wheels for offers to using calculators for answers, from getting additional product information to acting on abandoned shopping carts, from searching to paying – AMP is the future of email. Think of it as Email 2.0 – email without the need for clickthroughs and landing pages, a world without redirects.

… AMP in email, WhatsApp and Atomic Rewards convert the unidirectional push channels into two-way rich interactive hotlines, thus finally enabling marketers to bridge the chasm between new customer acquisition and attracting traffic to their properties. Hotlines are thus the gateways to building deep and lasting relationships, a win-win for both brands and customers.

The premise and promise of inbox commerce lies in the fact that it brings the conversion funnel closer to customers. Every friction point that is removed can lead to a magnitude increase in actions. What’s exciting is that almost all the push channels are now moving to becoming two-way, evolving from simply being communication channels to powering conversation and commerce. Generative AI in its ChatGPT avatar can make conversation better, making chatbots and even search bars as funnels for commerce.

Consider the promise of conversational search in ecommerce. Today, the search ends with a list of products shown. Now imagine being able to continue to refine the product list with the search – much as one would talk to a salesperson in a store. “I like the first item, but can you show it to me in a lighter shade of blue?” The basic idea is the same as inbox commerce: reduce the steps, clicks and friction to enable a transaction.

**

As Lenin said, “There are decades where nothing happens; and there are weeks where decades happen.” This is what we are now living through. Even as the macro environment screams slowdown and recession, the pace of innovation across sectors is amazing. Entrepreneurs are working to solve problems – as they always do, but the speed at which new solutions can be brought to the market is accelerating. Inbox commerce is one such innovation which promises to transform the way we transact with brands. I will end this series with the 2-pager flyer we distributed at eTail and Shoptalk giving a glimpse of tomorrow’s world – which is here today!

Thinks 849

strategy+business reviews The Entrepreneurs: The Relentless Quest for Value: “Drawing on thousands of years of entrepreneurial history, from “the Neolithic bead-producing people of Wadi Jilad” to Marie Tussaud, [Derek] Lidow argues that social trends have been central to invention. It was the development of a materialistic class of consumers that enabled entrepreneurs such as Josiah Wedgwood to mass-produce fine branded products in the 18th century. And the evolution of urban centers at the turn of the 20th century allowed Harry Selfridge to create the idea of the modern department store by innovating ways to attract and serve customers. Lidow underlines that entrepreneurs, counter to conventional wisdom, don’t go it alone. His notion of “entrepreneurial swarming” holds that it is often groups of enterprising people who collectively transform society through reinforcing behaviors. “Much of the world we live in today was created by swarms of entrepreneurs relentlessly innovating,” he writes, pointing to the chipmaker Robert Noyce. Noyce partnered with a group of like-minded technologists in Silicon Valley in the late 1950s to create the integrated circuit that would become the foundation of the Information Age.”

William Gladstone in 1890: “Protection says to a producer, Grow this or manufacture that at a greater necessary outlay, though we might obtain it more cheaply from abroad, where it can be produced at a smaller necessary outlay. This is saying, in other words, waste a certain amount of labor and of capital; and do not be afraid, for the cost of your waste shall be laid on the shoulders of a nation which is well able to bear it.” [via CafeHayek]

Economist: “Regardless of size, all family companies face common challenges. Filial loyalty and multi-generational thinking can morph into resistance to change, and if a firm has outside shareholders, clash with their interests. The process of generational transition can be particularly draining and frustrating to the staff members who are not family, raising uncomfortable questions about social mobility, or the lack thereof…Ultimately, being entrusted with a business by people who share your DNA is something you ought to earn, not expect. As the adage goes, “A family business is not a business you inherit from your parents, it is a business you borrow from your children.””

Arnold Kling: “I think of humans as playing many games. These games become much more complex and subtle as the scale of society increases from small bands to groups larger than the Dunbar number, all the way to nations. Moreover, I think that the Internet and social media have altered the playing field for these games. There used to be a stronger separation between: the intimate world of our friends, family, and co-workers on the one hand; vs. the remote world of politicians and celebrities on the other hand. Now, on our smart phones we find celebrities acting like our friends and our friends acting like celebrities.”

The Coming of Inbox Commerce (Part 4)

Trade Show Wow

I had written in a previous essay on my recent US visit about my attending two ecommerce trade shows (eTail West and Shoptalk): “The focus for us [at Netcore and Unbxd] was on two innovations: AMP in Email (what we termed as All-in-Email) and AI-enriched catalog (which is the key to getting product discovery and personalisation right).” This needs some elaboration.

At eTail, Netcore was sponsoring roundtables – each was a 20 minute conversation with 7-8 marketers. Initially, we discussed personalisation and the friction points being faced, and then mentioned how Netcore could solve the problem because of its ability to use AI to enrich the product catalog (going beyond human input) and combine it with unified customer data to do significantly better personalisation than competition. While this was exciting, it did not elicit the excitement that we were looking for to drive traffic to our booth and leads for future conversations. We then decided to change our approach. In the last few roundtables, we started by showing how the Gmail inbox could become a shopping channel – starting with a product catalog, being able to add items to the cart, then selecting a shipping address, and finally making a payment – all right inside the email inbox. The marketers were blown away by what they saw! It was one of those “wow” moments where they realised this could be the future of their business. Interest in our offerings spiked and we had a complete turnaround in inbound interest at our booth! As I told one of my colleagues in Hindi, “Paisa vasool.” (I guess the closest English translation would be – great RoI!)

Shoptalk was very similar. In fact, at a 1:1 meeting with the founder of a D2C company I had started by explaining about Netcore and what we did. After a couple minutes of listening, the founder cut me short and said, “What you are describing is what 50 other companies at this show are talking about. What is different about you?” Realising that I was a few seconds away from losing the prospect, I opened my iPad and showed “inbox commerce” – exactly what had wowed the audience at eTail West. I could sense the awe in the founder as he saw the transaction being completed right inside Gmail. He then said, “Why didn’t you start with this? These 30 seconds are all you need to sell me to talk more to your company.”

The experience of my colleagues was very similar. It was then that I realised that we were on to something big, perhaps even a new category. In the US, email is one of the most important channels marketers use for their communications with consumers. (SMS is now rising rapidly but has many limitations which RCS promises to fix.) Actions inside email had so far been restricted to simply clicking through to a landing page. What we were showing was extraordinary – the ability to do “all-in-email” – search, browse, add to wishlist, add to cart, pay, and a lot more – right inside the email. This was something no one had ever seen or experienced. And that is when I knew we were on to something big. A colleague expanded “All-in-Email” to “inbox commerce” since it could also apply to other channels. This could become one of the biggest innovations in ecommerce offering a big win-win for both buyers and sellers.