Email 2.0: The Magic Bullet for the Profipoly Quest (Part 1)

Solving Problems

I have written about how marketers must shift their focus from acquisition to retention if they are to go from “profitless” to becoming a profipoly. This quest is about solving the three problems of marketing waste, funnel frictions, and poor data to increase CLV (customer lifetime value) and reduce CAC (customer acquisition cost). Three breakthroughs that can help them in this journey are: Martech 2.0 Unistack, Email 2.0, and Progency. Each has a specific purpose: the Unistack is to increase conversion on the brand’s website and app and help with retention via better personalisation, Email 2.0 is about enabling the creation of hotlines so engagement improves and making inbox as the new storefront, and Progency is about bringing on a partner to help complement the efforts of the internal marketing teams with a pay-for-performance model.

Among these three innovations, the one which is new and can deliver a multiplier to outcomes is Email 2.0. It is the one solution that can address all the three problems: it can reduce marketing waste by enabling reactivation instead of reacquisition, it can eliminate funnel friction by powering in-channel commerce (inbox commerce), and it can create a data-rich foundation by enabling zero-party data collection right inside the email.

To summarise what I wrote in The Profipoly Quest, Email 2.0 is poised to revolutionise the way businesses interact with customers by establishing direct communication channels akin to hotlines. This next-generation email system is grounded on four key innovations: AMP, Atomic Rewards, Artificial Intelligence (AI), and Action Ads. The strategy involves wrapping each email in an appealing package, with enticing incentives in the subject line and engaging content in the footer, effectively turning emails into ads that demand attention. The integration of AMP allows for interactive functionalities within the email, eliminating the need for clickthroughs to landing pages, while Atomic Rewards introduce a gamification element to boost open rates. AI will play a crucial role in generating personalised and compelling content for both the main body and footer of emails. Furthermore, Email 2.0 introduces “Action Ads,” a novel concept that embeds interactive ads in email footers, enabling actions such as purchases directly within the email environment. This approach could potentially render email services cost-free for users by monetising through in-mail advertising.

The vision for Email 2.0 extends beyond mere communication; it aims to be a comprehensive platform for brand engagement, conversion, and customer retention, offering a cost-effective alternative to messaging apps like WhatsApp, which, despite their effectiveness, come with a higher cost barrier for mass marketing. Email 2.0 represents a promising avenue for reinvigorating email marketing by blending the efficiency of instant messaging with the affordability of traditional email, setting the stage for a new era in digital marketing. Email 2.0 can transform the EnCoRe (Engagement, Conversion, Retention) funnel, making it an important foundation for the Profipoly journey. In this series, I will go deeper into how this can be made possible.

Thinks 1187

WSJ: “Companies are starting to train employees on how to give feedback to their peers and managers. They are pausing meetings to share real-time critiques. Increasingly, artificial intelligence could evaluate workers’ emails and videoconference meetings to give performance assessments. These leaders predict candid, real-time assessments could become more relevant. Such feedback could allow workers to lose the fear of retribution for speaking up about their peers’ work, and hear the good and the bad more often, in turn giving everybody the opportunity to make changes year-round and become more productive.”

Tim Harford: “Studies suggest an unnervingly plausible two-part engine of polarisation: first, given the choice, we seek out other people like us. Then, being surrounded by people like us makes us more extreme in our views and more confident that those views are correct. Our current information ecosystem offers us more choice than ever. Alongside social media we can pick and choose from websites, podcasts and YouTube channels to reflect any interest, geography and ideology. And how do we use that choice? Generally, by seeking out people who share our views, broadcasters who seem to “get” us and, often, by avoiding news altogether.”

WSJ: “As automated driving gets closer to reality, car designers and technology companies are giving more thought to what people might actually do in their cars when they no longer have to drive them—including how they may use them to work. Over the past few years, automakers like BMW have been rolling out what they call concept cars—prototypes of vehicles still in design stages that may or may not ever hit the road—with self-driving attributes such as no steering wheel and huge screens for watching videos and PowerPoints where the windshield used to be. “For us, the cars that will come out in 2030 are on the drawing board now,” Hampf says…Prototype designers are experimenting with interiors that break all the rules. Once a car no longer needs a human driver, the room inside can be designed as a lounge or an office with a desk. Cadillac’s splashy concept self-driving car called InnerSpace is a two-passenger luxury ride that sports a love seat in front of a massive video screen—all that’s missing is the popcorn.”

Vasant Dhar: “Now that the machine seems to understand what we say to it, it can create all kinds of things that we specify in natural language. It wouldn’t have been able to create things for us if it didn’t understand us. In a sense, text-to-video AI, however imperfect it might be at the moment, would have been difficult if not impossible without the ChatGPT capability. This new and improving ability of the machine to communicate fluently has far-reaching consequences on all aspects of our lives. It provides the AI with an unprecedented amount of high-quality training data about humans, that it acquires in parallel with its normal operation. So far, it has learned about the human world only indirectly, by analyzing the publicly available collection of human expression on the Internet. Now that the lines of communication are truly open, the machine has a huge amount of training data about our thoughts, desires and feelings to learn from. Such a machine can do all kinds of new things for us, like creating movies or legal documents and helping us live better lives. An individualized version of “Her,” as in the brilliant Sci-Fi movie, doesn’t seem that distant.”

The Profipoly Quest: Maya’s Story (Part 10)

Metamorphosis

Two years had passed since Maya’s Strategy Foundry. This time, the whole organisation had come together – in-person and virtually. A1Books’ CEO had called for an all-hands meet. As the gathered crowd of A1Books’ employees hushed, the CEO stood, his presence commanding the room with an air of solemnity mixed with pride. “Colleagues, partners, friends,” he began, his voice filled with warmth, “this year has been nothing short of a metamorphosis for A1Books. I stand before you, eager to share the fruits of our collective labour. It’s with immense pride I announce that this year has been our most profitable ever. Also, our customer satisfaction has soared to new heights. This is your victory; a testament to the innovation and dedication you’ve all shown. The success of our Profipoly Quest by taming CAC and increasing CLV, our tackle of the data-friction-waste triad, the adept implementation of the BRTLNG framework, and the seamless integration of Martech 2.0 Unistack, Channels 2.0, and the Progency partnership have not gone unnoticed. Our efforts have propelled A1Books to be honoured as the Best Company of the Year.”

The audience erupted into applause, a standing ovation that echoed the CEO’s enthusiasm. Smiles, cheers, and the palpable sense of shared achievement filled the room.

The CEO raised his hands, signalling for quiet. “Yet, with every end comes a new beginning,” he continued. “Today marks not just a milestone but also a transition. I will be stepping down – I have had a long journey, and it is time for me to give back. I will be passing the torch, leaving the next phase of this incredible journey in hands I trust. Maya, your Chief Profits Officer, will step up as your new Chief Executive Officer. Her vision, her drive, and her unwavering commitment have been pivotal to our triumphs. Please join me in welcoming her to this new role. The future is bright, and under Maya’s leadership, I am confident that our ascent will continue. Maya, the stage and A1Books is yours.”

The cheer that followed was more than celebratory; it was the sound of an era beginning. As the applause settled, Maya stepped up, her face alight with both the gravity and the excitement of the moment.

“Thank you,” she said, her voice steady, her eyes scanning the sea of faces before her. “This honour is not mine alone; it belongs to each of you. You’ve turned plans into reality, challenges into opportunities, and a vision into an award-winning outcome. As your new CEO, I am ready to embark on this continuous journey of growth, learning, and leadership. Together, we’ve scaled mountains, but the horizon is vast, and many more peaks await. Let’s embrace this new chapter with the same courage, innovation, and unity that brought us here. To each of you, I offer my deepest gratitude. To A1Books, I promise my utmost dedication.”

She paused, holding back her emotions, and continued: “As we stand on the brink of a new chapter for A1Books, let us remember some of the great quests in history – Amundsen’s daring voyage to the South Pole, the triumphant ascent of Everest by Edmund Hillary and Tenzing Norgay, and the awe-inspiring moon landing of Neil Armstrong and Buzz Aldrin — each a testament to the human spirit’s resolve and teamwork; it is with this same indomitable spirit that we embark on our Profipoly journey, charting our course, not by the stars, but by the unwavering light of our shared vision and ambition. The Profipoly Quest continues, and together, we will reach unprecedented heights. Thank you, let’s make the future ours.”

The crowd stood as one. With another round of applause, Maya’s tenure as CEO of A1Books began – a new chapter for her and A1Books, rich with promise and potential.

Thinks 1186

Martin Gurri: “The will to liberty can overcome the will to power…Individual rights emerged during a centuries-long struggle against this kind of categorical tyranny: against the one-sided laws of aristocrats and bigots, against confusing power or wealth or even science with privilege, against the fiction that every human life is fated. We should expect today’s elites to fight back against threats to their rule—to pursue censorship schemes and claim ownership of “our democracy.” The struggle never ends. But an ideology of freedom makes sense only if it protects the claims of the individual over those of the group and the state and remains implacably hostile to the empire of labels and castes.”

Economist: “Throughout the 2010s the number of unicorns—private companies with valuations above $1bn—soared in America. Fully 344 of them were minted in 2021. Last year’s figure was 45. The end of the era of cheap money is largely to blame. In the go-go years, as investors raced to get a piece of the buzziest startups, tech firms had little need to tap public markets for capital. Crossover investors such as Tiger Global and Coatue, which operate in both public and private markets, flooded into Silicon Valley. Dharmesh Thakker of Battery Ventures, a VC firm, recalls that founders could “raise money on a Zoom call”. In 2021 crossover investors accounted for over half of startup funding. They have since retreated, last year contributing less than a third. Now investors are mulling how to sell their stakes in the unicorns of yesteryear. Most VC funds operate on a ten-year clock, backing startups in the first five and cashing out in the second. With over 700 unicorns, at a combined valuation of $2.4trn, a sizeable amount of money is at stake.”

FT: “The myth of the Great Writer creating in solitude is only sometimes true. People have long understood that most acts of creation are collaborative: pop music, sport, films, inventing the atomic bomb. Only for books, especially fiction, does the presumption of the lone genius hang on. That might have surprised Shakespeare, who co-wrote some of his plays and adapted many from other writers’ work. But at some point, literature grew snooty about collaboration. Writers who did do it, like the two cousins who co-wrote detective stories under the name Ellery Queen, often pretended there was a single author. The author Malcolm Gladwell told Vanity Fair: “Writers . . . have this false ethic of originality. Whereas musicians are like, ‘Yeah, totally — we took this little bit from that song. And it’s inspired by this.’ I love how open they are about the fact that creativity is a collective enterprise. I want writers to be able to talk that way.””

NYTimes: “The amount of electricity we consume for light globally is roughly the same today as it was in 2010. That’s partly because of population and economic growth in the developing world. But another big reason is there on the Las Vegas Strip: Instead of merely replacing our existing bulbs with LED alternatives, we have come up with ever more extravagant uses for these ever-cheaper lights, from immersive LED art installations and carpets that glow to basketball courts that can play video. As technology has advanced, we’ve only grown more wasteful. There’s an economic term for this: the Jevons Paradox, named for the 19th- century English economist William Stanley Jevons, who noticed that as steam engines became ever more efficient, Britain’s appetite for coal increased rather than decreased.”

Ben Thompson: “I don’t, for the record, think we are at an iPhone moment when it comes to virtual reality, by which I mean the moment where multiple technological innovations intersect in a perfect product. What is exciting, though, is that a lot of the pieces — unlike three years ago — are in sight. Sora might not be good enough, but it will get better; Groq might not be cheap enough or fast enough, but it, and whatever other competitors arise, will progress on both vectors. And Meta and Apple themselves have not, in my estimation, gotten the hardware quite right. You can, however, see a path from here to there on all fronts. The most important difference, of course, is that mobile phones existed before the iPhone: it was an easy lift to simply sell a better phone. The big question — one that we are only now coming in reach of answering — is if virtual reality will, for a meaningful number of people, be a better reality.”

The Profipoly Quest: Maya’s Story (Part 9)

Day 3 – 3

TL Team

It’s clear that we’ve been facing a significant challenge: nearly a quarter of our marketing budget has been sinking into the quicksand of reacquisition. We’ve been stuck in a loop, chasing after non-engaged, non-buying ‘One and Done’.

But today, I present to you a strategy that pivots away from this wasteful cycle – our Big Idea: Acquire Only Once; Position Email 2.0 as a Reactivation Channel. We’re transforming our email from just another owned media to a formidable channel for performance marketing. This isn’t just about sending out emails; it’s about mastering the art of re-engagement and conversion.

With the dormant and churned base, our three-fold mission Email 2.0 is simple yet ambitious. First, we ensure that our recipients are compelled to open our emails—not just once, but consistently. Second, we aim for repeated engagement, striving for that crucial second and third open. And third, we drive them towards conversion, completing the journey from prospect to purchaser.

To achieve this, we’re partnering with a Progency Partner, stepping into a bold era of pay-for- performance. This collaboration offers us a quick start with no downside and the promise of a better ROAS compared to traditional paid media channels.

Our goal is to not just reach out to our “once” customers, but to bring them back, keep them engaged, and make every interaction count. We will become A1Books’ “free money” generators!

Our 30-60-90 plan: stop reacquisition, begin engagement with the Progency Partner, and build hotlines so customers never churn.

Conclusion

As the final hours of Day 3 waned, Maya stood before the gathered teams, her eyes scanning  the room filled with anticipation. “Today,” she began, her voice a steady beacon, “we turned insights into strategies, and strategies into actionable plans. Each team – BR, TL, and NG – has laid out a path that’s not just bold but achievable. We have dissected our challenges and crafted solutions that will not only redefine our marketing landscape but will also revolutionise our customer engagement.”

She paused, ensuring every word resonated within the walls of the room. “The BR team has embraced the Martech 2.0 Unistack, transforming our engagement methods and redefining personalisation. The TL team, you’ve reimagined Email 2.0 as a reactivation tool, shifting the paradigm from acquisition to meaningful re-engagement. And the NG team, your strategies to leverage zero-party data and first-touch hotlines have set the stage for a new era of customer interaction.”

Maya’s eyes shone with the reflection of A1Books’ future. “As we step into tomorrow, it’s not just another day – it’s the beginning of our journey towards building A1Books as a profipoly. The road ahead is paved with the plans we’ve laid here. Every message sent, every ad targeted, and every interaction personalised carries with it our ambition, our passion, and our commitment to growth.”

She raised her hand, capturing the essence of the moment. “It’s time to act. To execute with precision, to measure with accuracy, and to adapt with agility. You’ve been armed with the tools, the knowledge, and the strategies. Now, I ask you to bring your creativity, your dedication, and your courage to every task ahead. Let’s not just meet our targets; let’s exceed them. Let’s not just chase profitability; let’s define it on our terms. Together, we will build the A1Books of tomorrow.”

A wave of applause rose, mirroring the crescendo of Maya’s words, and as it subsided, the teams dispersed, not just with a sense of purpose but with a clear vision of the road ahead.

Thinks 1185

Arnold Kling: “Let me start with the perspective of North, Wallis, and Weingast. They distinguish between a Limited-Access Order (L) and an Open-Access Order (O). Throughout history, most states have been of type L. The government resembles an organized crime syndicate that has suppressed all of its rivals. In order to do so, it probably had to negotiate an agreement among the most powerful gangs. Type L governments are free to take what they want from their subjects and use it for personal pleasure, to build monuments, to fund armies, and to promote development within their territory. As long as the general public feels a combination of comfort with their condition and fear of the force of government, the L will not face rebellion. As long as the agreement among the more powerful gangs holds up, L will be stable. Type O is a modern state, usually a democracy, in which pretty much every citizen accepts the legitimacy of the government. Although the benefits supplied by the government may be distributed unevenly, it does not operate like an L where a ruling coalition gets whatever it wants and everyone else has to accept whatever the ruling coalition gives it. The most fundamental difference between L and O concerns who is allowed to form a significant organization… The right to form an organization is what is meant by open access.”

Noah Smith: “Most physics students don’t go back and read Newton or Maxwell or Faraday or Kelvin, or even Einstein. But most philosophy students will read at least a few of the old classic thinkers, and often quite a lot. Why the difference? My view is that the difference comes from summarizability. Newton’s laws of motion can be fully and easily understood without reading Newton.” [via Arnold Kling]

Rahul Bajoria and Amruta Ghare: “We fundamentally agree that exports are what will drive India’s trade account surpluses. But ignoring the manufacturing sector, or not prioritising it, may not actually be a choice, given the dominance of goods in global exports. Global services exports account for only ~22% of total exports. So, the size of the pie to capture is smaller. And unless the services sector expands dramatically, the potential for India is for only incremental gains. India’s share of global services exports is currently ~4.4%, and the country is already the largest provider of telecom and information services. On the other hand, India’s share in the global goods export is ~1.9%, which shows a greater potential for growth. Increasing the country’s share here is even more critical if it is viewed as an opportunity to boost employment, particularly better-paying jobs in the manufacturing sector. The largest proportion of the labour force continues to be employed in agriculture (~45% of total) and construction (13%), where productivity is low. Consequently, wage growth is also subdued. Services, being relatively less labour-intensive, cannot fully absorb the excess labour in the economy. Hence, more manufacturing jobs need to be created for India to reap its demographic advantage…Increasing exports is necessary not just from the point of view of their contribution to growth, but also to maintain external stability. India does not need to choose between manufacturing and services. Given the country’s global leadership position in the export of services and the opportunity provided by the China+1 strategy, we argue that India has the capacity and means to succeed in both manufacturing and services.”

FT: “[Thermal batteries] use renewable energy to heat up blocks, rocks or molten salt. That heat is released on demand to power industrial processes. Using electricity to generate heat is nothing new. That is how toasters work. The difference is that these toasters are roughly the size of shipping containers and release steam as hot as 2,750 degrees Fahrenheit, more than a quarter of the sun’s surface temperature. The trick is keeping the batteries hot until the heat is needed.”

Raghu Raman: “The difference between successful and not-so-successful organizations eventually boils down to the degree of authenticity within them. This is the delta between what leaders profess and what the organization’s unsaid behavioural expectation is…One of the reasons that some organizations have a high degree of doublespeak is that they haven’t really made the transition from an industrial era of thinking, where the industry is at the centre and employees just man the machines, into the intellectual era, where the employee is at the centre of the value chain, with the machines supporting her.”

The Profipoly Quest: Maya’s Story (Part 8)

Day 3 – 2

BR Team

We have taken inspiration from an idea first proposed by CK Prahalad many years ago: N=1, R=G, which suggests that value creation in business should be focused on the uniqueness of each individual customer (N=1) while leveraging resources from across the globe (R=G). This concept emphasises personalisation and customisation at the individual level, rather than mass production or one-size-fits-all solutions.

In the realm of martech, this idea is incredibly relevant. Martech can facilitate the creation of a “segment of one,” where each customer’s interactions are so uniquely tailored that they feel like the sole focus of the company’s marketing efforts. With the wealth of data available and the advanced analytics at our disposal, we can now understand and cater to individual preferences, behaviours, and needs with unprecedented precision. Adapting Prahalad’s concept to modern marketing technology, “R=G” can evolve into “D=G” where D represents Data. This signifies that we should harness global data to understand and serve each customer uniquely.

With this goal of using data for personalisation for a segment of one, I am thrilled to present our strategy that targets the heart of our conversion challenge. Our problem is clear: we have a narrowing conversion funnel where at every stage, from identified databases to loyal customers, we encounter friction. For instance, only 3% of visitors to our property end up making a purchase.

The Big Idea we’re rallying behind is the Martech 2.0 Unistack. This isn’t just a tool; it’s a revolution. We’re talking about transforming engagement by bringing searching, browsing, shopping, and payments into our repertoire with Channels 2.0 like Email and WhatsApp. The goal is to move the conversion funnel closer to the customer, making every touchpoint an opportunity for transactions.

Imagine emails where every subject line has an Atomic Reward, where interactivity isn’t an afterthought—it’s at the forefront of every body and footer. These dynamic, engaging footers become the “content envelope” that complements the “ad,” making every message a potential conversion.

But it doesn’t stop at engagement. We’re refining the search, browse, and recommendation experiences. Our focus is on hyper-relevance and personalisation at each stage, across all channels. We’re implementing merchandising triggers and strategic nudges on journeys within our website and app. And for an added boost, we’re considering Action Ads in Email 2.0 footers for extra monetisation.

Retention is our crowning jewel. We’re elevating our approach with Velvet Rope Marketing, creating an aura of exclusivity and ease for our Best Customers. We’re not just rewarding loyalty; we’re defining it with differentiated experiences that offer unparalleled exclusivity, access, and ease.

In summary, the Martech 2.0 Unistack is our way forward. It’s an innovative blend of engagement, conversion, and retention strategies that will narrow the gap from browser to buyer and turn shoppers into lifelong loyalists.

From a timeline perspective: Unichannel and Channels 2.0 in 30 days, Inbox Commerce and VRM (with a separate SBU for the Best) in 60 days, and the full Unistack in 90 days.

Thinks 1184

HBR: “Sustaining profitable growth requires a delicate balance between the pursuit of market opportunities (demand) and the creation of the capabilities and capacity needed to exploit those opportunities (supply). To proactively manage that balance, companies need a growth strategy that explicitly addresses three interrelated decisions: how fast to grow (the target rate of growth); where to seek new sources of demand (the direction of growth); and how to amass the financial, human, and organizational resources needed to grow (the method of growth). Each of those decisions involves trade-offs that must be considered in concert with a company’s overall business strategy, its capabilities and culture, and external market dynamics.” More: “Our research—which includes interviews and case studies—shows that a growth system has five components. Define a compelling customer outcome. Architect the right capabilities. Create the right operating model. Renew insights continuously. Measure return and reallocate investment.”

Rachel Kadish: ““Write down a phrase you find abhorrent — something you yourself would never say.” My students looked startled but they cooperated. They knew I wouldn’t collect this exercise — what they wrote would be private unless they chose to share it. All that was required of them was participation. In silence they jotted a few words. So far, so good. We hadn’t yet reached the hard request: spend 10 minutes writing a monologue in the first person that’s spoken by a fictitious character who makes the upsetting statement. This portion typically elicits nervous glances. When that happens I remind students that their statement doesn’t represent them and that speaking as if they’re someone else is a basic skill of fiction writers. The troubling statement, I explain, must appear in the monologue and it shouldn’t be minimized, nor should students feel the need to forgive or account for it. What’s required is simply that somewhere in the monologue there be an instant — even a fleeting phrase — in which we can feel empathy for the speaker.”

NYTimes: “What do we gain by eating with our hands? The sense of touch can be a crucial part of dining, one thing that some cultures have understood better than others.”

Fletcher Previn: “The way we think about it is AI as a force multiplier for human potential. If I take something like software development, historically, you would say software developer is the one job that AI’s never going to be able to replace. But it turns out AI is pretty good at helping developers write full code snippets very efficiently. It’s an evolution, and we’re slightly early in that curve. At a high level, programmers are accepting below 50% of code suggestions that the AI makes. People want to make sure that human beings are reviewing this code, and there may be skepticism on the part of some software developers. But acceptance is increasing. It was 19% when we first rolled it out.”

New Yorker: ““Publishers, brace yourselves—it’s going to be a wild ride,” Matthew Goldstein, a media consultant, wrote in a January newsletter. “I see a potential extinction-level event in the future.” Some of the forces cited by Goldstein were already well known: consumers are burned out by the news, and social-media sites have moved away from promoting news articles. But Goldstein also pointed to Google’s rollout of A.I.-integrated search, which answers user queries within the Google interface, rather than referring them to outside Web sites, as a major factor in this coming extinction. According to a recent Wall Street Journal analysis, Google generates close to forty per cent of traffic across digital media. Brands with strong home-page traffic will likely be less affected, Goldstein wrote—places like Yahoo, the Wall Street Journal, the New York Times, the Daily Mail, CNN, the Washington Post, and Fox News. But Web sites that aren’t as frequently typed into browsers need to “contemplate drastic measures, possibly halving their brand portfolios.” What will emerge in the wake of mass extinction, Brian Morrissey, another media analyst, recently wrote in his newsletter, “The Rebooting,” is “a different industry, leaner and diminished, often serving as a front operation to other businesses,” such as events, e-commerce, and sponsored content. In fact, he told me, what we are witnessing is nothing less than the end of the mass-media era. “This is a delayed reaction to the commercial Internet itself,” he said. “I don’t know if anything could have been done differently.””

The Profipoly Quest: Maya’s Story (Part 7)

Day 3 – 1

On the dawn of Day 3, “Plan and Act” was emblazoned as the mantra of the day, signifying more than just a phase in the Strategy Foundry; it was the pinnacle of the past month’s relentless pursuit to carve a future for A1Books, one driven by data, innovation, and most importantly—action. Maya, with a steady resolve, galvanised the assembly into three focused groups, each corresponding to a critical segment within the BRTLNG framework: the Best and Rest (BR), who are the brand’s current core and occasional customers; the Test and Left (TL), the dormant and churned users; and the Next and Guest (NG), the newly acquired prospects and organic newcomers.

Maya’s message to the teams was clear and inspiring: “As we enter this pivotal stage, your groups hold the essence of A1Books’ transformation. The BR team will harness the loyalty of our most valuable customers, the TL team will re-engage those we’ve lost touch with, and the NG team will captivate and convert newcomers into our next loyalists. I expect each team to emerge with a detailed, action-oriented 30-60-90 day plan. This blueprint will not only be your guide but will also serve as a commitment – a promise to our customers and ourselves that we’re evolving, relentlessly pushing towards profitability and growth. Let’s blend boldness with discipline, creativity with analytics, and as always, keep our customers at the heart of every strategy. Together, we will write the next chapter of A1Books—one where every page resonates with the success of our collective efforts.”

With this, the foundry of ideas was fired up, as teams huddled and debated strategies. A tangible sense of anticipation was in the air for the actionable roadmap that would unfold. Maya’s vision for a rejuvenated, profitable A1Books was on the cusp of becoming a reality.

A few hours later, each of the three teams was ready with its presentation. Maya asked the NG team to go first, in keeping with the start of the customer journey, followed by the BR and TL teams. Each team leader summarised their plans.

NG Team

Our focus is on collecting zero-party data from unidentified prospects and reducing the rising cost of customer acquisition. Our big ideas are clear:

  1. Create First-touch Hotlines: We’re reimagining the first touchpoint. It’s about incentivising email ID sharing with engaging experiences, not just discounts. We’ll use Email 2.0’s interactivity and gamification for ongoing engagement, with microns providing daily content that forms habits and collects zero-party data to tailor personal journeys. We will get this done within the first 30 days.
  2. Near-Zero Acquisition Cost: By leveraging the BCG (Best Customer Genome), we hope to bring down wrong acquisition. We also propose creating a referral system focused on our Best customers because “best beget best”! Plus, we’re bringing in-store experiences into the digital realm with QR codes that connect our physical and online worlds – this way we can identify customers when then walk in rather than when they are the checkout counter. We will get the first two ideas done within 60 days, with the QR codes implementation in 90 days.

By doing this, we are hoping to substantially reduce the AdWaste on wrong acquisition and reacquisition. After all, prevention (via martech) is better than cure (via adtech)!

Thinks 1183

HBR: “The era of volatility requires that companies integrate capabilities for prediction, adaptability, and resilience in a manner uniquely tailored to their circumstances.”On prediction: “This capability involves generating beliefs about the future of your industry with enough precision and conviction to create opportunities for competitive advantage. For example, leaders may not know the full contours of the coming geopolitical landscape, but they’re sure to face a more fractured world of sharper rivalries, and that reality will shape parts of the macroeconomy. Companies must constantly work at developing scenarios, testing them against their risk and reward potential, and selecting a strategy that will adjust their exposures over time. The more asset-intensive a company is or the more fast-paced its competition, the more it will need good predictive capabilities. Private equity firms, for example, need superior prediction capabilities to generate detailed investment theses: A particular investment will produce a specific rate of return if and only if A, B, and C are all true. Most energy companies also require strong prediction capabilities, as do some leading telecom companies.”

Howard Friedman: “Generative AI [gen AI] and some of the incredible capabilities we’ve seen in the past few years are really mind-blowing. An important consideration that I advise for all business leaders is to think about the problem you are solving. Don’t get so excited about the latest and greatest tool. Instead, think about the issue you’re trying to address. What do you want to make a success of? Are you trying to look at a problem from a revenue or cost point of view? Approach it systematically. If it turns out that gen AI provides you a game-changing solution, great. Don’t start with the answer. Start with the problems first, then see what the answers are. Often, the best answers start with some basic analytics and then bring in advanced modeling or the latest tools that are out there.”

Andrew McAfee: “The reason why The Geek Way focuses on aspects of a company’s culture is because I came to believe that in industry after industry, it’s not the technology tool kit that separates really high-performing companies from the also-rans. It’s not like Silicon Valley has all the patents on AI and they’re not sharing them with the rest of the economy. It’s not like they’re the only ones who understand platform business models or the power of big data. Every management team I talk to understands that. Yet the companies that can succeed with exploiting the technology tool kit are pretty concentrated. They tend to come from one pretty small region in the country. They tend to center in a few industries, although that’s changing very rapidly. So my story about what is separating the companies that can harness all these amazing technologies from the also-rans is not a technology-based story. It’s a story based on the kinds of practices, the kinds of norms in place in a company that allow it to profit from whatever new technology comes along. One of my conclusions is that the technology tool kit is going to continue to expand and change and surprise us in the years going forward. Because the geeks have figured out how to build a company that can accept wave after wave of technology and harness it, the geeks are going to continue to pull ahead from the competition as the technology tool kit expands and becomes more powerful.”

WSJ: “The novelty of gamified training is a double-edged sword. While games may be a more engaging way to gain knowledge, some employees may perceive them as being too fun to focus on during working hours. After all, nobody wants their manager to think they are playing around when they are supposed to be focused on work. Therefore, it is important for leaders to set an example by logging onto these platforms themselves during work hours. In doing so, they make clear that playing on the job isn’t just tolerated by management but encouraged. By embracing gamified training, leaders can influence hesitant employees to do the same, while also enhancing their own knowledge. At KPMG, we found that the offices with the highest partner-participation rate in the training increased fees collected from clients by as much as 19% more than offices with lower partner-participation rates.”

Howard Baetjer: “In a world of endless possibilities but limited resources with which to try out these possibilities; in a world where many people have business ideas, but it’s not clear which of those ideas are good ones; in a world where no single person even knows how to make a pencil, much less predict what new products, processes, and technologies will best serve people’s needs a year or five years from now – in such a world, we need some means of sorting out the good ideas from the bad, for discovering which products and processes actually do serve us better than others. We need free markets because they give us such a means of discovery: profit and loss.” [via CafeHayek]