Thinks 1115

FT: “As a political economist and policy adviser, [Milton] Friedman resides among the great social thinkers of the postwar era. In the pantheon of 20th-century economists, only John Maynard Keynes surpasses him. As a free-market ideologue, Friedman, who died in 2006 aged 94, occupies a more contentious spot, somewhere between prophet and crank depending on one’s disposition. But that he was singularly influential is unquestionable: Friedman, Jennifer Burns writes in her splendid new biography, “was a prime mover in the central economic transitions of the century”. He witnessed the destruction of the laissez-faire order during the Great Depression, became an economist during the construction of the New Deal order, and then contributed to its replacement by the neoliberal order.”

Pratap Bhanu Mehta: “It’s a cliché that you always experience India as a paradox. And I think the paradox of this moment is clearly India’s political significance, economic significance, cultural creativity is as vibrant as ever. On the other hand, the signs for Indian democracy are looking very ominous. I coedited a big “Oxford Handbook of the Indian Constitution.” Now when I go to class, I say, “I cannot tell you what the Constitution of India is. I cannot tell you, if you go with a habeas corpus case to the Supreme Court, whether it will be heard.” So there is a sense of dread about where this democracy is heading.”

FT: “Something profound is happening in the world — a kind of metaphysical detachment of the west from the rest. Where many people in the rest of the world once saw the west as the answer to their problems, they now realise that they will have to find their own way. But does this mean a total decoupling of the west and the rest is inevitable? Absolutely not. We still live in an interdependent world which faces many pressing common global challenges. We have to talk to each other. But we must do so as equals. The condescension must end. The time has come for a dialogue based on mutual respect between the west and the rest.”

WaPo: “Everyone knows that exercise is good for them, but just how much a small amount of physical activity matters might be surprising. A recent review in the British Journal of Sports Medicine found that people who followed the Centers for Disease Control and Prevention’s recommendation for 150 minutes a week of moderate- or high-intensity activity reduced their risk of heart disease and stroke by 27 percent. It also reduced their risk of cancer by 12 percent and premature death by 31 percent. Importantly, those who achieved half the recommended amount also saw substantial benefits. Just seventy-five minutes a week — or about 11 minutes a day — brought about a 17 percent reduction in cardiovascular disease, a 7 percent decrease in cancer risk and 23 percent lower chance of early death. Many other studies on exercise have found a plethora of other health benefits, such as decreased dementia risk and improved mental well-being. There is a dose-response relationship, meaning that increased exercise results in better health outcomes. But the most significant increase is going from zero activity to some. This is key for those who do not exercise; incorporating just 11 minutes of brisk walking into their day can make a marked difference for their health.”

The Generalist: “We’ve found that while most investors aren’t helpful, a few have been company-trajectory-changing for us. When I think about why these specific investors have been so helpful, I think it comes down to a few reasons: the investor has the requisite experience, the investor is aware of her limitations and position, [and] the investor and the founder have a relationship that works (for them).”

Profishare: A New Business Model for Enterprise Software (Part 8)

The Alchemists

I asked ChatGPT to expand on an analogy I came up with: Progency as a “modern-day Alchemist”with its “Profishare” model.

In historical and cultural lore, alchemists were known for their quest to transform base metals into precious ones, like gold, symbolizing the creation of great value from ordinary or overlooked elements. Here’s an expansion of how this analogy aligns well with the Progency’s role and objectives:

Transformation of Neglected Assets into Valuable Resources: Just as alchemists sought to turn lead into gold, the Progency aims to transform dormant or churned customers—often perceived as low-value assets—into profitable revenue sources. This process mirrors the alchemical pursuit of extracting value from seemingly unprofitable materials.

Application of Specialised Knowledge and Techniques: Alchemists were known for their unique blend of science, mysticism, and experimentation. Similarly, Progency employs specialized marketing strategies and data analytics to re-engage inactive customers. This expertise is akin to the alchemist’s knowledge and methods used in attempting to achieve transmutation.

Creating Value Where Others See None: Alchemists were notable for seeing potential where others did not. Progency’s focus on the “Test and Left” customers is a perfect example of identifying and capitalizing on opportunities that others might overlook, effectively creating value in places where it was not apparent.

Pursuit of a Seemingly Impossible Goal: The alchemists’ goal of transmutation was often viewed as unattainable, a challenge against natural laws. In a business context, the idea of turning inactive customers into a major revenue stream might also seem daunting or unlikely. Progency, like the alchemists, embraces this challenge, aiming to achieve what might seem improbable.

Augmentation Without Adding Costs: Alchemy was also about achieving more with less, an idea of augmentation without significant resource addition. Progency’s model of not burdening the business with extra costs while augmenting their capacity for customer re-engagement mirrors this principle.

Mystique and Novelty: Alchemy often carried a sense of mystique, offering novel and unexplored avenues. The Profishare model introduces a new, almost unexplored approach in customer engagement and revenue generation, adding a similar sense of innovation and novelty in the business world.

In conclusion, likening Progency to a modern-day alchemist aptly encapsulates its role in transforming underutilized customer segments into profitable avenues. This analogy highlights the innovative, transformative, and seemingly magical ability of Progency to create substantial value from overlooked or undervalued resources, paralleling the mythical aspirations of historical alchemists.

**

Looking at the bigger picture, the profit-sharing model, epitomised by Progency’s “Profishare,” represents a forward-looking, innovative pathway for Indian IT services companies as they navigate the rapidly evolving landscape shaped by Generative AI. This model isn’t just an incremental step; it’s a significant leap towards a future where the alignment of incentives between service providers and clients is paramount.

Generative AI is redefining the boundaries of what’s possible in technology, offering new tools and capabilities that were once the realm of science fiction. As these technologies become more integrated into business processes and consumer applications, Indian IT companies stand at a crucial juncture. They have the opportunity to transcend traditional service models and embrace a more outcome-oriented approach.

The profit-sharing model, in this context, is more than just an alternative pricing strategy. It’s a commitment to shared success, where IT firms build products and invest in the potential of their clients’ businesses, driving growth and innovation in tandem. By tying their fortunes to the actual results they deliver, these companies can foster deeper, more collaborative relationships with their clients.

As we envision the future of the Indian IT sector amidst the advent of Gen AI and the need for an “industry reset”, the profit-sharing model stands out as a beacon for a new era of partnership, innovation, and shared prosperity. It’s an exciting time, and Indian IT companies have the potential to lead the charge, redefining their roles from service providers to strategic partners in their clients’ success stories. Converting AdWaste to Martech Gold is the first of many such opportunities.

Thinks 1114

Andy Kessler: “With tariffs, you get false price signals and less innovation. They misallocate capital and human resources by having entrepreneurs chase fake opportunities. Domestic manufacturers love tariffs, which allow them to raise prices, but the rest of us have to overpay for goods while manufacturers become lazy. The largest and lowest-cost electric-vehicle manufacturer in the world, China’s BYD, is effectively kept out of the U.S. by Trump and Biden tariffs, and we now have a glut of unprofitable and expensive domestic EVs. If all the chips in an iPhone were made in the U.S., I calculate we would be paying close to $2,000 for one and unit sales would decline 50%. Would you upgrade at that price? Margins matter. Capital flows to its highest returns. Trade-deficit figures don’t tell you how profitable manufacturing is.”

Ginny Choi and Virgil Storr: “The apparent captains of industry are not captains at all. They are in fact helmsmen who must either follow the orders of the consumers, the true captains, or they will be relieved of duty.Consumers convey their commands through their purchasing decisions. They instruct entrepreneurs what to produce and what not to produce through their decisions to buy a good or service.” [via CafeHayek]

FT: “India’s appeal to the likes of Apple as a “China plus one” manufacturing hub may depend on how the country and foreign investors resolve one glaring issue: how and where to get enough workers in the right place. In China, hundreds of millions of migrant workers played a crucial role in the country’s rise as the “workshop of the world”. Executives hoping India will emerge as a parallel manufacturing centre as geopolitical tensions rise are waiting to see whether its workers will prove equally willing to leave their homes and families for a job that includes spending long periods with a dormitory bed as their only private space. “When we started manufacturing in [the Chinese city of] Shenzhen all workers came from far away, so there was the necessity to build accommodation for them from the very start,” said a person close to Foxconn, the biggest manufacturer of Apple’s iPhone, which has said its manufacturing ambitions for India extend to new products such as electric cars. “In India, the main model so far was bringing workers from their hometowns with shuttle buses, but as things get scaled up that is just not sustainable.””

Economist: “Increasingly, those consumers with deep enough pockets are getting the chance to escape the online admen. Last month Facebook’s owner, Meta, began offering customers in Europe ad-free subscriptions to Facebook and its sister network, Instagram, for €9.99 ($10.85) a month. In October X (formerly Twitter) launched an ad-free option. In the same month TikTok, a fast-growing Chinese-owned video app, announced that it was testing an ad-free subscription. The following month Snapchat, another social-media rival, said it was doing the same. Social networks are not the only medium allowing the group that advertisers most covet—the better-off with money to splurge—to wriggle beyond their reach. From video and audio to news and gaming, a combination of regulation and technological change is encouraging media companies to offer alternatives. “We are in a world where it will be increasingly possible to avoid ads,” says Brian Wieser of Madison and Wall, an advertising consultancy. As the rich opt out of commercials on some platforms, advertisers are therefore looking for new places to catch them.”

WSJ: “Rather than filling sprawling department stores with an array of merchandise, many retailers have started using data from online orders, social-media and foot-traffic analytics to customize smaller inventories to the local population. They have also bolstered store infrastructure to make it easier for customers to pick up and return items bought online. This allows them to keep fewer items in stores and shrink their footprints to fit into the open-air shopping centers where customers are increasingly shopping. “The old days of stack ’em high and watch ’em fly are gone,” said retail analyst Dana Telsey, who founded and runs Telsey Advisory Group.”

Profishare: A New Business Model for Enterprise Software (Part 7)

Profit-Sharing

There are many interesting elements in Progency’s “Profishare” that can help a B2C/d2C business become a “profipoly.”

First, the focus is on customers who are not being engaged by the business. These are the Test and Left customers – dormant or churned. Any revenue generated from these customers is a bonus for the business. As a friend had put it to me a few years ago, this is “gold from gutter.” For the brand, with an outcome-based pricing model, this is akin to “free money” – the costs are incurred by Progency and the brand collects the lion’s share of the revenues generated.

Second, this approach helps the business concentrate on the ABC: acquisition, branding, and campaigns. By outsourcing the reactivation of disengaged customers to Progency, the in-house marketing team can remain focused on their primary objectives without being sidetracked by the high-effort and potentially costly process of re-engaging inactive customers.

Third, unlike traditional adtech models, which often rely on click-based metrics, Progency aligns its compensation with actual conversions. This means that Progency has a vested interest – or “100% skin in the game” – in not just attracting clicks, but in driving real, tangible results in the form of customer re-engagement and sales.

Fourth, Progency’s model can be seen as a form of “co-marketing,” where it collaborates closely with the business’s marketing department. This partnership ensures broader customer outreach without duplicating efforts. Progency relies on the business for content and offers, effectively augmenting the business’s capacity without adding extra costs.

In summary, the Profishare model proposed by Progency represents a novel and potentially transformative pricing model for B2C/D2C business. It transcends traditional methods of charging for software and services, focusing instead on generating revenue from previously untapped customer segments. By re-engaging dormant and churned customers, allowing businesses to focus on their core marketing activities, incentivising based on conversions, and fostering a co-marketing relationship, Profishare offers a comprehensive approach to enhancing profitability and operational efficiency. This model not only aligns the interests of Progency and its customers but also promises a win-win partnership to unlock new revenue streams, paving the way for businesses to become profipolies.

Thinks 1113

Economist on delegation: “One way to navigate such problems is to use an explicit decision-making framework that tries to make it clear who is on the hook for what. These frameworks are not perfect. Project managers often use something called the RACI model. Its first two letters sort those who are “responsible” from those who are “accountable”, a distinction which normal people may find “confusing” and “incomprehensible”. Other, clearer frameworks are available. They have punchy names like DACI, DARE and DICE: you might be choosing a cloud-computing vendor but you get to feel a little like you are in the special forces. As well as working out who does what, it helps to have a way to parse what kinds of decision can be delegated and what not. Before Jeff Bezos started hanging out in spacesuits and doing laughable photoshoots in Vogue, he liked to articulate his management philosophy in annual letters to Amazon’s shareholders. In 2015 he made a useful distinction between type-1 decisions (“one-way doors”) that are important and irreversible, and type-2 decisions (“two-way doors”) that can be reversed if they do not pan out. Type-1 decisions warrant slow, deliberative processes; type-2 decisions should be taken quickly by smaller groups. Having a theory of decisions improves choices on what to delegate and reduces the chance of regrets.”

Allison Schrager: “The humanities and social sciences are failing. Their popularity in the US has been waning in recent years, as many students enter science, technology, engineering and math fields to seek skills directly applicable to their careers, but the last few months have exposed a deeper weakness: The humanities and social sciences are no longer training students to be critical thinkers. This failure creates serious challenges for our culture and democracy, leaving students less capable of managing a changing economy.” Agnes Callard: “I teach the humanities, and I still don’t know what their value is…We humanists keep on trying to teach people what the value of the humanities is, and people keep failing to learn our lessons. This suggests to me that humanists do not know the value of the thing they are trying to defend. We can spout pieties that sound inspiring to those already convinced of our cause, but so too can an ignorant math teacher “teach” math to those who already know it. As a humanist — someone who reads, teaches and researches primarily philosophy but also, on the side, novels and poems and plays and movies — I am prepared to come out and admit that I do not know what the value of the humanities is. I do not know whether the study of the humanities promotes democracy or improves your moral character or enriches your leisure time or improves your critical thinking skills or increases your empathy.”

Aaron Saunders: “There is a lot of enthusiasm around AI and its potential to change all industries, including robotics. Although it has a clear role and may unlock domains that have been relatively static for decades, there is a lot more to a good robotic product than 1’s and 0’s. For AI to achieve the physical embodiment we need to interact with the world around us, we need to track progress in key technologies like computers, perception sensors, power sources and all the other bits that make up a full robotic system. The recent pivot in automotive towards electrification and Advanced Driver Assistance Systems (ADAS) is quickly transforming a massive supply chain. Progress in graphics cards, computers and increasingly sophisticated AI-enabled consumer electronics continues to drive value into adjacent supply chains. This massive snowball of technology, rarely in the spotlight, is one of the most exciting trends in robotics because it enables small innovative companies to stand on the backs of giants to create new and exciting products.”

From a Pew survey of US teens: “YouTube continues to dominate. Roughly nine-in-ten teens say they use YouTube, making it the most widely used platform measured in our survey. TikTok, Snapchat and Instagram remain popular among teens: Majorities of teens ages 13 to 17 say they use TikTok (63%), Snapchat (60%) and Instagram (59%). For older teens ages 15 to 17, these shares are about seven-in-ten. Teens are less likely to be using Facebook and Twitter (recently renamed X) than they were a decade ago: Facebook once dominated the social media landscape among America’s youth, but the share of teens who use the site has dropped from 71% in 2014-2015 to 33% today. Twitter, which was renamed X in July 2023, has also seen its teen user base shrink during the past decade – albeit at a less steep decline than Facebook. Teens’ site and app usage has changed little in the past year. The share of teens using these platforms has remained relatively stable since spring 2022, when the Center last surveyed on these topics. For example, the percentage of teens who use TikTok is statistically unchanged since last year.”

Profishare: A New Business Model for Enterprise Software (Part 6)

Stack, Service, Sharing

I have written about Progency in the context of Netcore in previous essays. The essence is how Progency can combine software (martech stack), service, and sharing (outcome-based pricing).

Netcore’s Profipoly Strategy: “What marketers are doing is overspending on new acquisitions and underinvesting on existing customers. Half the adtech spending is turning into “AdWaste”. The side effect of this is that there isn’t enough money left for the martech side to build deeper and more rewarding relationships with existing customers. The twin benefits of shifting spends from adtech to martech are a sustainable increase in revenues, and a reduction in wasteful spending which flows to the bottom line. The synergy of an exceptional product offering coupled with a meticulously crafted marketing approach can set the stage for exponential forever profitable growth – the cornerstone of a true profipoly.”

Progency: The Profipoly Pathway: The progency model fuses martech products and services to help brands maximise profitability. Key differentiators are martech company ownership, a proprietary tech stack, focusing on neglected customers, performance-based pricing, and limitless budgets. This SaaS-service synergy, using new metrics and targeting overlooked segments, is uniquely positioned to address brands’ profitability challenges. Progency emerges as an indispensable catalyst for the profipoly vision of maximising lifetime value.”

Netcore Progency: A Profipoly Catalyst: “Netcore 3 [aims] to create a startup, a new business to create an amalgam of software and service, with an adtech-style performance pricing model. This is Netcore Progency, a paradigm shift in the martech space. Its mission? Profipoly engineering. A brand profipoly is not going to happen just like that. Even with stellar products, competitors are always lurking. While “magical products” are important, what will create the money machine, moat, and monopoly is how consumer-facing businesses manage their controllable costs and craft their marketing strategies. Today’s B2C/D2C brands have mortgaged their future to the Gods of our times: Google and Meta. In their quest for exponential forever growth, they have forgotten the “profitable” angle. Unless brands think of how they will create sustainable profits, they will be locked in a relentless battle against competitors for every customer. In this digital gold rush, only the shovel sellers (ad sellers, cloud platforms, and marketplaces) win. This is where Netcore 3 – Netcore Progency – comes in. By seamlessly combining SaaS and service under a single umbrella, by leading with an AI-first “profipoly stack”, by focusing on the Blue Ocean customers neglected and ignored by marketing teams, by championing new metrics like the EnCoRe Triad, by advocating performance-based compensation models, and by eliminating constraints on marketing budgets, Netcore Progency positions itself uniquely. It aims to steer Netcore from the saturated martech stacks markets, carving a niche as a trailblazing, category-defining entity.“

Email 2.0 Progency: eCommerce’s Profit Powerhouse: “Progency offers a revolutionary opportunity to amplify eCommerce profitability. This software and service solution targets and revitalises a significant, often overlooked segment of a brand’s customer base: the dormant (Test) and churned (Left) customers. By reducing AdWaste and implementing “Email 2.0” innovations, Progency seeks to engage this “Blue Ocean” of users interactively and efficiently. These innovations make emails more personalised and actionable, thereby addressing funnel frictions and optimising the potential for sales conversion. The Progency model, which only charges for successful outcomes, presents a compelling economic argument for brands seeking to maximise profits, especially when tapping into the unused potential of inactive customers…. The Email 2.0 innovations provide a ray of light which can transform the end customer experience. But just offering piecemeal solutions is not good enough…Instead of competing in a $10 billion market, [Martech 2.0 companies] can focus on the $100 billion reacquisition AdWaste segment.”

Thinks 1112

NYTimes: “In the rocky soil of Lorraine, a former coal mining region near the French-German border, scientists guided a small probe one recent day down a borehole half a mile into the earth’s crust. Frothing in the water table below was an exciting find: champagne-size bubbles that signaled a potentially mammoth cache of so-called white hydrogen, one of the cleanest-burning fuels in nature. “Hydrogen is magical — when you burn it you release water, so there are no carbon emissions to warm the planet,” said one of the scientists, Jacques Pironon, a senior researcher and professor at the University of Lorraine. “We think we’ve uncovered one of the largest deposits of natural hydrogen anywhere in the world.”…There are still many questions about the find, including exactly how big it is and how best to extract the gas. But it has added to a trail of clues elsewhere in the world that a holy grail of clean energy may be lying in the earth for the taking.”

Mint: “India’s DPI network has laid the groundwork for economic growth where no one is left behind. Our mantra of innovating for scale at the grassroots level and then moving up, as opposed to the Western norm of top-heavy innovation that trickles down, positions India as one of the few countries realizing the vision of a truly inclusive and human-centric digital economy. Moreover, India stands alone in achieving this at the unprecedented scale we’ve demonstrated. The driving force behind this success? A potent blend of talent, technological prowess and a can-do mindset within the dynamic Indian startup ecosystem that seized the opportunity to translate that vision into reality. None of this would have been possible without the unwavering support and visionary leadership of the government. India’s digital transformation stands not only as the largest and most intricate case study of change that has had substantial impact, but also serves as a shining example of a win-win public-private partnership in action. It exemplifies how collaborative efforts between the government and private sector can yield transformative results, setting a global benchmark for effective cooperation and shared success.”

Brad Lightcap on Gen AI: “We’re in this really early period, and I think it’s really important that we maintain the ability for the world to sustain a very high rate of experimentation and a very high rate of trial and error. If you look at historical trends of past phase shifts in technology, there’s always this really important experimentation phase. It’s very hard to get the technology right from day zero. We get there eventually – the end state of the technology, we eventually converge to that point – but it’s only after really trying a lot of things and seeing what works and then seeing what doesn’t, and for people to build on top of the things that work, to create the next best things. My spicy take on this is I think the most important things that get built on top of this technology are actually things that haven’t been created yet. Because it takes some cycles of building with the tools to really understand what they’re capable of, and then how to combine the tools with other aspects of technology to create something that’s really greater than the sum of its parts. And so that’s to be expected, I think it’s very healthy.”

WSJ: “Brands including and Zara have closed hundreds of stores in recent years to cut costs as more shoppers turn to e-commerce. Now they are investing in those that remain to woo customers in ways they can’t online. The new-look stores are typically larger and more spacious, offer services such as beauty salons, repair stations and coffee shops, and enable new digital features such as apps that allow shoppers to rummage virtually through the storeroom. “Now it’s about engaging with consumers and giving them an experience,” said Henrik Nordvall, manager of H&M’s U.K. business.”

Donald Boudreaux: “Consider the taxation of capital gains. This tax discourages some investment. Which new businesses would have been, but because of this tax weren’t, created? Which new goods or services might we enjoy today had this tax been lower? We’ll never know because all of the enterprise and production discouraged in the past by this tax is forever non-existent. Most of the resources that, because of this tax, were not used as they would have been used absent the tax did, of course, find alternative, lower-taxed uses. But these alternative uses are likely to be less productive and valuable than the tax-discouraged uses would have been. We are thus poorer, but cannot know by how much or, exactly, in what manner…Although entrepreneurship and commerce and the production of material goods and services don’t stir the soul as music and literature, seemingly humdrum economic activities are what make our modern lives – including our art, literature, leisure, and learning – possible. Institutions and interventions that diminish market-tested economic activities make us poorer in body and spirit. Sadly, such institutions and interventions are many.”

Profishare: A New Business Model for Enterprise Software (Part 5)

Martech Outcomes Revolution

I queried my Marketing GPT with the following prompt: “As adtech has grown, so has AdWaste. Therein lies the next big opportunity for outcome-based pricing and the Progency idea of profit-sharing.” Here is the response. I have edited the response to fit the context.

AdWaste in Adtech: There’s a notable disproportion in how brands allocate their marketing budgets, with a substantial 80-90% typically funnelled into adtech for new customer acquisitions and only 10-20% invested in martech for existing customer engagement and growth. This imbalance highlights a significant amount of AdWaste in adtech spending (because of wrong acquisition and reacquisition). This can be as much as 50%, and has remained largely untapped and unnoticed by many brands​​.

Performance Pricing Models for Martech Growth: Martech companies, especially those serving B2C/D2C businesses, can adopt performance pricing models. This approach aligns with adtech’s transformation and can be seen as a natural evolution for martech’s growth. The shift towards performance pricing can greatly expand the Total Addressable Market (TAM) for these companies by capturing a portion of AdWaste, thereby transforming brand P&Ls.​

Shifting Budgets from Adtech to Martech: Marketers are advised to reconsider their budget allocations. They should redirect a portion of the AdWaste from adtech towards martech. This reallocation can incentivise and gamify interactions with existing customers, encouraging them to volunteer personal data (“zero-party” data) for more personalised experiences. This strategy not only reduces reliance on adtech platforms but also opens new opportunities for martech companies to expand their TAM​​.

Transitioning Martech to Performance-Based Pricing: Martech companies need to evolve from pricing models based on user and usage to models focused on utility and uplift—similar to the adtech industry. This shift requires a fundamental change in how martech companies operate, moving from traditional consumption-based models to performance-linked models. Such a transformation aligns martech spending more directly with tangible business outcomes​​.

Learning from Adtech’s Evolution: Martech must take lessons from adtech’s evolution, especially the transition from CPM (cost per thousand impressions) to CPC (cost per click) models. This shift emphasizes utility and uplift over mere usage, a change that can enhance advertising efficiency, accountability, and effectiveness. Brands, under pressure from investors for profitability, are increasingly looking for such performance-based pricing models in martech as well​​.

In summary, there’s a significant opportunity for martech companies to leverage AdWaste and transform their pricing models to be outcome-based. This approach aligns with the current market dynamics where brands are seeking more effective and accountable marketing spend, moving away from traditional adtech’s inefficient customer acquisition strategies to martech’s customer retention and revenue growth capabilities. The integration of performance-based pricing in martech could lead to more efficient use of marketing budgets, better engagement with existing customers, and ultimately, a more sustainable and profitable marketing ecosystem.

I then asked my Marketing GPT for an explanation on how the progency model of martech companies can help brands create profipolies. Here is a lightly edited version.

The Progency model, a concept that merges the capabilities of a product-led agency with performance-driven pricing, is instrumental in aiding brands to create ‘profipolies’ – a state of competitive leadership with robust market positioning. This model represents a significant shift from traditional service providers to a more collaborative and outcome-oriented approach. Progency, as an extension of the marketing team, is not just focused on delivering results but is intrinsically motivated by performance, tying its compensation directly to the success it generates for brands. This transforms the agency from a mere service provider to a critical business ally.

In essence, Progency acts as a “profits agency,” collaborating closely with brands to guarantee and participate in profit generation. It combines content and creative skill sets with analytical and software capabilities, building upon a proprietary full-stack martech platform. This approach ensures that marketing teams can outsource their desired outcomes, similar to the function of adtech agencies, but with a focus on long-term profitability rather than just short-term gains​​.

The integration of Progency into the marketing strategy allows brands to adopt Martech 2.0 strategies, which include components like Inbox Commerce, Green Journeys, Reactivation, Progency, Near-Zero Acquisition Cost, and Anon-to-Known. These strategies, when combined with the right Martech 2.0 vendors, can lead to significant structural shifts in customer acquisition and retention processes. Brands that quickly adopt these strategies and collaborate effectively with Martech 2.0 vendors can cut through the competitive noise and establish themselves as profipolies, leading their respective markets with deep competitive moats​​.

Furthermore, the Progency model aligns with the current market context where capital is becoming scarce, and brands are increasingly focused on profitable growth. Martech companies, through the Progency model, are well-positioned to deliver more value with less investment, becoming long-term profitability partners for brands. This approach diverges from the adtech model, which focuses on maximising short-term revenue outcomes, and instead provides a sustainable path for brands to achieve and maintain market leadership​​.

Thinks 1111

Arvind Krishna: “I…think that many people when they hear this – I actually disagree with the way many economists and many people characterize it, that if you make somebody more productive, then you need less of them. That’s actually been false in history. If you are more productive, that means you have a natural economic advantage against your competition, which means you’re going to get more work, which means you’re going to need more people. And I think people forget that – they come from a zero-sum mentality to say it’s a zero-sum game… The world I live in, you’re more competitive, so that means you’re going to get more work, which means you need more people to do that work. So yes, certain roles will shrink because you don’t need so many people doing, maybe, email responses or phone calls, but then it will shift to maybe more applications will get done, or maybe you’ll be advertising to different markets that you previously could access. So there will be a shift – yes, the first bucket decreases, and everybody fixates on that. By the way, at our scale, that’s 3% of our entire employee population…I fundamentally believe we’ll get more jobs. There wasn’t an internet job in 1995. How many are there today, 30 million…? There was no CNBC.com in 1995. There was a television channel.”

Peter Coy: “[Charlie] Munger talked about “combinatorial effects” in which a variety of psychological forces, each mild enough in its own right, come together and reinforce one another to create good or bad lollapaloozas. The original success of Coca-Cola came from positive combinatorial effects, with the qualities of the product and the relentlessness of the advertising working together to habituate customers, he wrote. Conversely, he added, the ill-fated introduction of New Coke in 1985 suffered from a combination of several mistakes. To get the good lollapaloozas and not the bad ones requires two things, from what I can glean from Munger’s book and Berkshire Hathaway’s famous annual shareholder letters. One is patience to wait for good opportunities, and the other is plentiful available cash when those opportunities finally present themselves.”

NYTimes: “From 2012 to 2022, investment in private U.S. start-ups ballooned eightfold to $344 billion. The flood of money was driven by low interest rates and successes in social media and mobile apps, propelling venture capital from a cottage financial industry that operated largely on one road in a Silicon Valley town to a formidable global asset class akin to hedge funds or private equity. During that period, venture capital investing became trendy — even 7-Eleven and “Sesame Street” launched venture funds — and the number of private “unicorn” companies worth $1 billion or more exploded from a few dozen to more than 1,000. But the advertising profits gushing from the likes of Facebook and Google proved elusive for the next wave of start-ups, which have tried untested business models like gig work, the metaverse, micromobility and cryptocurrencies. Now some companies are choosing to shut down before they run out of cash, returning what remains to investors. Others are stuck in “zombie” mode — surviving but unable to grow. They can muddle along like that for years, investors said, but will most likely struggle to raise more money.”

Sundar Pichai on Gemini: “A specific part of what makes it exciting is it’s a natively multimodal model from the ground up. Just like humans, it’s not just learning on text alone. It’s text, audio, code. So the model is innately more capable because of that, and I think will help us tease out newer capabilities and contribute to the progress of the field. That’s exciting.  It’s also exciting because Gemini Ultra is state of the art in 30 of the 32 leading benchmarks, and particularly in the multimodal benchmarks. That MMMU benchmark—it shows the progress there. I personally find it exciting that in MMLU [massive multi-task language understanding], which has been one of the leading benchmarks, it crossed the 90% threshold, which is a big milestone. The state of the art two years ago was  30, or 40%. So just think about how much the field is progressing. Approximately 89% is a human expert across these 57 subjects. It’s the first model to cross that threshold. I’m excited, also, because it’s finally coming in our products. It’s going to be available to developers. It’s a platform. AI is a profound platform shift, bigger than web or mobile. And so it represents a big step for us from that moment as well.”

Profishare: A New Business Model for Enterprise Software (Part 4)

Rise of Adtech

Outcome-based pricing, while not yet widespread across all industries, has gained traction in several sectors where the value delivered can be distinctly measured and linked directly to the pricing structure. This approach aligns the interests of service providers and their clients towards achieving specific, tangible results. Some industries are leading the way when it comes to outcome-based pricing.

Healthcare providers are beginning to adopt outcome-based pricing models. For example, some hospitals are now offering bundled payments for certain procedures, which means that they are paid a fixed fee for the entire procedure, regardless of the actual cost of care. Manufacturers are also using outcome-based pricing models to incentivise their suppliers to deliver products and services that meet their specific needs. For example, a manufacturer might pay a supplier based on the quality of the parts they deliver or the on-time delivery of those parts. Professional service providers, such as lawyers, accountants, and consultants, are also increasingly using outcome-based pricing models. For example, a lawyer might charge their client a contingency fee, which means that they are only paid if they win the case. The energy sector, particularly in areas like energy efficiency services, often uses outcome-based pricing. Companies get paid based on the energy savings they deliver to their clients. Some consulting firms are moving towards outcome-based pricing, where their fees are tied to the achievement of specific client goals, such as cost reduction or revenue growth.

The biggest example of outcome-based pricing is in adtech. It has been an innovator in adopting, transitioning from traditional impression-based models to the more outcome-oriented Cost Per Click (CPC) approach. In this innovative model, advertisers incur costs only when users engage with an ad by clicking on it. This shift to CPC has allowed advertisers to more directly connect their spending with tangible outcomes, such as sales generated. This correlation between advertising spend and measurable results has significantly driven the surge in adtech investment over the past two decades. This evolution in pricing strategy has not only made ad spending more efficient but also more accountable, contributing to the substantial growth in the digital advertising sector.

One of the main factors driving the rise of outcome-based pricing is the increasing availability of data. Adtech companies are now able to collect and analyse vast amounts of data about users, including their demographics, interests, and online behaviour. This data allows them to create more targeted and effective advertising campaigns.

Another factor driving the rise of outcome-based pricing is the growth of programmatic advertising. Programmatic advertising allows advertisers to purchase ad space in real time, based on a variety of criteria, such as user data, website content, and ad performance. This has made it easier for advertisers to reach their target audiences and achieve their desired outcomes.

Outcome-based pricing has made ad budgets more open-ended with companies treating it as cost of goods sold (COGS). With outcome-based pricing, advertisers only pay when they achieve their desired outcomes, such as website visits, leads, or sales. This means that ad budgets can be more flexible, as advertisers can increase their spending as they achieve more results. Digital advertising is now a $500 billion industry, largely dominated by Google and Meta. This chart from Statista shows the rise of the digital advertising industry.

[I wrote about adtech’s performance-based model in Martech 2.0: Adtech-Style Performance Pricing Transformation.]

As adtech has grown, so has AdWaste. Therein lies the next big opportunity for outcome-based pricing and the Progency model for profit-sharing.