Thinks 797

Miklós Dietz: “This is the single largest economic transformation in the history of the planet. For ten thousand years, everything—the whole economy—was organized across traditional industry lines, and now it’s breaking up. It’s getting reorganized across customer needs…People don’t want a mortgage. They don’t want home insurance. They don’t want a real estate agent. They want a home. Of course, historically and traditionally, we have forced people to go to six different places to line up and fill out hundreds of pages. Our belief is that the future is about delivering what people need: if you need a home, you will basically only need to find one process through which you can find the right place, get it financed, move in, renovate, and even sell it—all in one glorious and integrated journey.”

NYTimes: “The most compelling reason for taking a brain break is that it may improve your ability to do quality work. A 2022 systematic review published in the journal PLoS ONE found that even short breaks lasting 10 minutes or less reduced mental fatigue and increased vigor (meaning the willingness to persist when work became difficult). These breaks especially improved performance on tasks requiring creativity and less so for activities like basic arithmetic. The analysis found that the longer the break, the better the performance boost. Since few of us can take unlimited breaks, the trick is to use the time you have wisely — even if that means ignoring your boss’s dirty look as you fiddle with a Rubik’s Cube.”

Warren Buffett: “When leverage works, it magnifies your gains. Your spouse thinks you’re clever, and your neighbors get envious. But leverage is addictive. Once having profited from its wonders, very few people retreat to more conservative practices. History tells us that leverage all too often produces zeroes, even when it is employed by very smart people.” [via Mohit Satyanand]

Bill Ackman: “I’ve always had this view that success is not a straight line up. If you read the stories of successful people, almost every successful person has had to deal with some degree of hardship, whether that hardship is personal hardship, health-related hardship, or a business issue. I’ve always had the view that how successful you are is really a function of how you deal with failure. If you deal with failure well and you persist, you have a high probability of being successful.” [via Shane Parrish]

Jitha Thathachari: “When it’s 10x easier to fake it than to make it, fakes will always outnumber the truth…The general principle is: When it’s easy to showcase a veneer of “work” without doing the work itself, then 99% of the work you see will not be real. When it’s easy to generate content without writing it yourself, then 99% of content will be AI-generated. And if 99% of content is AI-generated, you’re better off assuming that 100% is AI-generated. When you see any content online, the default assumption will be: this has been written by an AI. This won’t happen tomorrow. It might not happen for the next three years. But inevitably, it will happen. The Internet will become “a market for lemons”.”

The Marketer’s ORCs (Part 7)

ORC #4: Pull or Push

There are two ways existing customers return to a brand’s properties (website and app): they are pulled by the brand power and do it on their own, or they see the push messages sent by brands and then click on a link. The latter has four options: email, SMS, push notifications, and increasingly, WhatsApp.

The conundrum for marketers has been about the balance between push and pull: brand marketing versus push marketing. Brand marketing is about the emotional connection and becoming a utility in the customer’s life, so they return to the property whenever they have a need. Push marketing is about crafting the right content and creatives to ensure the messages sent are opened and acted on. In both scenarios, the objective is the same: ensure a visit because the conversion takes place on the brand’s property.

The problem is that the vast majority of push messages sent are largely ignored by customers. Email open rates are low, SMS read rates (in India) are even lower, and push notifications are blocked by many. Marketers too have overdone the push messaging in their desire for clickthroughs. If consumers do not react to the push messages and don’t have the brand pull, then the only path left to the marketer is to retarget the customer on the adtech platforms – a very expensive proposition considering that an acquisition cost was probably already paid for. This problem of attention recession and limited activity on the brand’s property also limits the data marketers have about the customer to do personalisation.

Good news is on the way. In many markets, WhatsApp has opened up for business. Its primacy in the end customer’s life for personal messaging allows brands (for a fee) to insert themselves into the message flow. In markets like the US, pricing changes on SMS have increased its popularity, especially because 2-way interaction is possible. The biggest bang is coming via email, with the power of interactivity (AMP with Email 2.0) and gamification (Atomic Rewards with Loyalty 2.0). Interactivity is also coming to notifications. In short, the 1-way push channels are becoming 2-way conversion funnels. This transformation into “hotlines” is the big shift marketers have to prepare for.

I had previously written in Hotline: The Crux of the Brand-Customer Relationship: “Building the hotline with existing customers is the only way brands can get their attention and solve for data. It is one of two ways to bring customers back to the properties (app and website) – the second method being big spends on branding. The hotline is the trick marketers have missed in the two other obsessions – new customer acquisition and adding bells and whistles to the app and website.”

As I wrote in Of Hotlines and Properties: “Hotlines are the antidote to AdWaste. Smart marketers would have known that half their spending is being frittered away, but without the ability to make their push channels work, they had no alternative. This is why Email 2.0 is so important. It gives marketers control over their own budgets, rather than relegating them to becoming collection agents for the likes of Google and Meta. They can rechannelise the AdWaste spend towards their own customers and delight them. In other words, pay customers, not Big Adtech.”

So, marketers need to make the switch not just from Adtech but also from brand marketing to converting their push channels to hotlines, and strengthening their customer relationships by solving the twin problems of attention recession and data poverty.

**

Conundrum: spend more on brand marketing or push channels to bring existing customers back to the properties

Insight: Push channels are becoming 2-way enabling conversions closer to the customer

Solution: Email 2.0 hotlines with innovations like AMP and Atomic Rewards

Thinks 796

strategy+business: “There are missions, and then there are missions. One type of mission is an achievable task with a fixed goal that is often tactical and short-term in nature. The other mission is a high-level aspiration that provides direction and motivation to an organization over a long period of time. Leaders who mix up the two can put the future of their companies at risk…Don’t mistake a goal—no matter how big, hairy, and audacious—for a compelling organizational mission. You can achieve a goal and put it behind you, but a mission is always up ahead and just beyond your reach.”

Shane Parrish: “To win, you have to avoid losing. The first thing chess masters do after an opponent makes a move isn’t to think about strategy or winning but rather to ask themselves: what’s the threat? Avoid stupidity before seeking brilliance.”

Noah Smith: “Why is India the most important development story on Earth? Two reasons. First of all, sheer size; as of this year, India is the world’s most populous country, overtaking a now-shrinking China…I have to say I’m optimistic about India. Development seems to have a momentum that’s as much psychological as economic — once the people of a country know that they can achieve rapid growth, their hunger is whetted for more. The reforms of the 1980s and 1990s didn’t get India all the way to developed status, but they gave Indians a golden 25 years during which they started to realize just how great their country could become. And I think much of the rest of the world realized it as well. So now is the time to keep pushing, with bold, persistent experimentation.” This is part of The Developing Country Industrialization series.

NYTimes: “Perhaps you spend hours replaying a tense conversation you had with your boss over and over in your head; or maybe you can’t stop thinking about where things went wrong with an ex during the weeks and months after a breakup. If you find that your thoughts are so excessive and overwhelming that you can’t seem to stop them, or if they’re so distracting that you’re falling behind on responsibilities at work or at home, you’re probably experiencing rumination, said Dr. Tracey Marks, a psychiatrist in private practice in Atlanta. While rumination is not a mental health condition, it can be a symptom of a larger problem. And in some cases, it can become so encompassing that it requires intervention, Dr. Marks said…What matters most when it comes to rumination is how your thinking makes you feel, Dr. Marks said. If your thoughts are causing distress, anger or anxiety, or if your rumination is pulling you away from important things in your life, that is when it’s a problem.”

Michael Munger: “Capitalism, however, also creates concentrations of economic power because of the ability of successful investors and entrepreneurs to gather large amounts of wealth. Ownership in a capitalist system is both the mechanism for raising liquid capital—by selling shares that are claims against the value of future profits—and a means of controlling substantial resources independent from state direction and control. The private ownership of tools and materials that characterize a market system are on a much smaller scale than the ownership of land and a controlling interest in the shares of joint stock corporations. Nations that do not have the corporate form of private ownership are likely to run up against capital constraints, as it is difficult to generate liquidity on a scale, and in a time frame, that allows the successful exploitation of profit opportunities.”

WSJ: “Mr. [George] Will is fond of an old joke: The first law of economics is, scarcity is real; the first law of politics is, ignore the first law of economics. “Everyone’s agreed on that,” he says. “They say Social Security’s trust fund will be exhausted in 10 years, at which point there will be a mandatory cut of 18% for all benefits. No there won’t. We’ll use general revenues, we’ll go on borrowing.” He ends this polite tirade against the political consensus with a perfectly Willian formulation: “People always ask, ‘What’s the biggest threat to American democracy?’ The biggest threat to American democracy is American democracy. It is the fact that we have incontinent appetites and no restraint on them.””

The Marketer’s ORCs (Part 6)

ORC #3: All or Best Customers

Other than airlines, banks and hotels, which verticals provide differentiated experiences to some of their customers? We, as customers, will be hard pressed to come up with answers. Yes, many brands have loyalty programs but they are more for giving discounts on future purchases rather than crafting extraordinary experiences for those customers with the highest customer lifetime value (CLV). In fact, few marketers would be able to predict CLV for their customers, and without CLV it is difficult to segment their customers, and without segmentation, it is impossible to go the extra mile for some customers.

A few quotes from Peter Fader: ““The Customer” does not exist because every customer is different…The customer is not always right. The right customers are always right…In the world of customer-centricity, there are good customers…And then there is everybody else.” And this from Sunil Gupta: “According to the familiar 80-20 rule, 20 percent of the customers provide 80 percent of the revenue. However, research shows that if we focus on profitability instead of revenues, the rule would be 200-20, where 20 percent of the customers provide almost 200 percent of the profit!  How is that possible? Because the remaining 80 percent of customers actually destroy profitability.

Just think about our own experiences with brands where we are loyal and thus very likely to be among their Best customers. Have they done anything special for us – other than (in some cases) running a loyalty program with rewards linked proportionate to our spending? Book publishers, multiplex owners, restaurants, retailers, online marketplaces – almost every business treats us all the same. In most cases, they have no idea about us. But isn’t that what a marketer should do? Convert the anonymous into the identified, and the identified into intimate. Our digital devices and footprint can make all this possible. And once the data is available, algorithms can predict CLV and lay the ground for what I have termed “Velvet Rope Marketing.” VRM is the answer to the marketer’s conundrum of separating the Best from the mass, the profit drivers from the lossy engagers.

As I wrote in Velvet Rope Marketing: “Velvet Rope Marketing (VRM) is much more than a loyalty program. In a loyalty program, anyone can sign-up and collect points. In a VRM program, it is the brand that decides which customers are eligible for the differentiated experience. Many companies have a loyalty program, but very few do VRM. By missing out on deepening relationships with their best customers, they are losing out on opportunities to increase their profits – because Best Customers can be many times more valuable than the median customers.” I added in Best Customers and Velvet Rope Marketing: “[Brands] have the data, and yet they treat everyone the same. Not just same, it is like everyone is visiting their site or store for the first time and will never come back. Brands are thus missing on the most obvious opportunity to grow revenue and profits – in fact, create a flywheel that can lead to accelerated growth. Because Best Customers (top 10-20%) are many times more valuable than the Rest Customers (long tail). The lifetime value of the Best Customers, their lesser propensity to switch, their ability to get more customers like them – all can become high value generators for brands. And yet, few brands do this in practice. This is the big mystery in the modern marketplace.”

This conundrum has a simple answer: create a separate business unit for Best Customers. As I wrote: “VRM needs to become much more than a marketing initiative – it is a powerful weapon the CEO can deploy for boosting profits. By getting more from existing customers who have the highest spend, the business also takes away revenue and profits from competition – thus denying them the oxygen needed for growth. This can create a profits flywheel – Best Customers spend more because of the great experiences they get, which in turn can help beget more Best Customers (either from the Rest, referrals or targeted new customer acquisition), which in turn drives even more profits. This lays the foundation for building an invincible business – with the twin moats of extreme customer loyalty and maximising industry profits.”

**

Conundrum: Focus on all customers or create differentiated experiences for a few

Insight: 20% customers bring in 60% revenue and 200% of profits

Solution: Velvet Rope Marketing to use customer lifetime value to craft extraordinary experiences for Best Customers

Thinks 795

Eric Ashman: “One of the most complex leadership challenges a founder will grapple with is implementing significant shifts in team or strategy when it’s clear your original assumptions aren’t delivering the expected results. There are two traps to avoid when trying to change the course of your startup. First, don’t change too many things at the same time in a frantic effort to accelerate the impact…Second, avoid the trap of impatience and the resulting constant course correction when you believe the change you seek isn’t coming fast enough.”

Charlie Munger: “America should ban crypto…It isn’t currency. It’s a gambling contract with a nearly 100% edge for the house.”

Marc Andreessen: “Starting a company is a real commitment, it really changes your life. My favorite all time quote on being a startup founder is from Sean Parker, who says —“Starting a company is like chewing glass. Eventually, you start to like the taste of your own blood.” I always get this queasy look on the face of people I’m talking to when I roll that quote out. But it is really intense. Whenever anybody asks me if they should start a company, the answer is always no. Because it’s such a gigantic, emotional, irrational thing to do. The implications of that decision are so profound in terms of how you live your life…When you’re a startup founder, it’s all on you. Everything that happens is on you, everything that goes wrong is on you. When there’s an issue in the company, a crisis in the company, it’s on you to fix it. You’re up at four in the morning all the time worrying about things.”

David Brooks: “If, say, you’re a college student preparing for life in an A.I. world, you need to ask yourself: Which classes will give me the skills that machines will not replicate, making me more distinctly human? You probably want to avoid any class that teaches you to think in an impersonal, linear, generalized kind of way — the kind of thinking A.I. will crush you at. On the other hand, you probably want to gravitate toward any class, in the sciences or the humanities, that will help you develop the following distinctly human skills: a distinct personal voice. presentation skills, a childlike talent for creativity, unusual worldviews, situational awareness.”

NYTimes: “There’s no need to wait for ChatGPT to find a better source of information than Google. For a large number of my most important internet searches these days — when I’m looking to learn something, fix something, buy something or decide something — there are two places I look most often, neither of them Google. One of these places is Reddit…The other is YouTube. The gargantuan video site is a lot of things to a lot of people — in different ways, YouTube is a little bit like TikTok, a little like Twitch and a little like Netflix — but I think we underappreciate how often YouTube is a better Google. That is, often it is the best place online to find reliable and substantive knowledge and information on a huge variety of subjects.”

Atanu Dey: “Reform of the government can only happen if the people change their understanding of the government. But the government controls the systems — education, the media, the intellectuals — that could affect that change in the minds of people. It’s not in the interests of the politicians, bureaucrats and judiciary to make those changes that will reduce their power and prestige. So the same song continues to play and the people continue to faithfully dance to it…Not just economics textbooks, the entire Indian educational curriculum has been designed by an incompetent government since at least one hundred years, and it is no surprise that the people continue to select kakistocratic governments (government by the most corrupt and the least competent.) The vicious circle is completed: education controlled by a kakistocratic government leads to uneducated, ill-informed people, who then select the next set of incompetent crooks (politicians, bureaucrats, intellectuals) to lead them.”

The Marketer’s ORCs (Part 5)

ORC #2: Adtech or Martech

Wall Street Journal wrote recently (Jan 3): “Alphabet Inc.’s Google and Facebook parent Meta Platforms Inc. accounted for a combined 48.4% of U.S. digital-ad spending in 2022, according to estimates from research firm Insider Intelligence Inc. Their combined U.S. market share hadn’t been under 50% since 2014, said Insider Intelligence, which expects that number to drop to 44.9% this year. The ad businesses of Google and Meta are still growing, but Insider’s data suggest the pace is slower than the rest of the U.S. digital-advertising market. Insider forecasting analyst Zachary Goldner said the erosion of their combined market share was the result of brands having access to more advertising formats… Despite the expectations of slowing growth, digital-advertising platforms will take in an ever-larger share of ad dollars this year, GroupM said: Nearly two-thirds of total U.S. ad spending is expected to go to digital advertising in 2023, compared with less than half in 2019, the last year before the pandemic.”

Here is a chart from Insider Intelligence:

GroupM’s “This Year Next Year” report estimates in 2022 that $187 billion was spent on search advertising and $243 billion on non-search, non-retail – a total of $430 billion. This is close to the $400 billion figure that I have mentioned multiple times in the past. My belief after multiple conversations with marketers is that half of this spend is being wasted – AdWaste, as I term it. This is because of wrong acquisition and reacquisition. This is the marketer’s conundrum” adtech or martech, with 85-90% spending sucked away by Adtech. It is closely linked with the decision to acquire new customers or spend more on deepening relationships with existing customers.

My recommendation is that marketers need to shift budgets from adtech or martech – the 50% AdWaste can be better used to incentivise and gamify interactions with existing customers to win over their attention and get them to volunteer personal (“zero-party”) data which can lead to more personalised experiences. The marketer’s mantra should be: pay customers, not the adtech platforms.

The AdWaste spending is also the opportunity for martech companies to change the narrative in their pitch to marketers. As I wrote in Solving the $200 Billion AdWaste Problem: “For martech companies, the $200 billion AdWaste can become the new pool of money which multiplies their TAM (total addressable market). Today, most martech companies play in the 10% spending pool (about $50 billion). Newer solutions can substantially expand the available market. But to do this, it is not about adding new features to the martech stack but about taking a very different approach with a fundamentally new insight: attention and data are upstream of transactions, and “Atomic Rewards” (micro-incentives) can help marketers get more attention and data. In other words, persuade marketers to pay their existing customers rather than Big AdTech.”

The metric marketers should track in what I call Martech Spend Ratio: what percentage of the digital marketing budget is spent on existing customers. To build a sustainable business, marketers will need to get MSR to 50 or higher.

**

Conundrum: Spend on adtech (acquisition) solutions of martech (solutions for push channels and properties)

Insight: Half of acquisition spending on Big Adtech platforms is being wasted (AdWaste)

Solution: Create a healthier balance between adtech and martech; get MSR closer to 50

Thinks 794

Bloomberg: “Nassim Nicholas Taleb has a message for investors. Prepare for a painful return to reality. “Disneyland is over, the children go back to school,” the author of “The Black Swan” said. “It’s not going to be as smooth as it was the last 15 years.” A generation of near-zero interest rates triggered a monumental series of asset bubbles and turbocharged inequality, Taleb said…Investors are largely unequipped for a high-interest world as the Federal Reserve raises rates to levels more compatible with history, he said. Taleb described a generation of investors who over the past 15 years forgot the importance of cash flow as the financial crisis unleashed a wave of easy money. He said crypto was indicative of the naivete in markets after years of low rates. “All these years, assets were inflating like crazy,” Taleb said. “It’s like a tumor, I think is the best explanation.” Taleb identified the “tumors” as everything from Bitcoin to real estate prices that have ballooned under a low interest regime. He estimated such “illusionary wealth” at more than half a trillion dollars as he predicted the Federal Reserve is going to keep raising rates.”

Mint: “A real time fiscal data portal that tells us how funds are flowing across the three tiers of government—Centre, state and local governments—would be an invaluable resource to understand the Indian economy. Such a portal would allow India’s citizens to monitor fund flows minutely. Greater scrutiny of public finances would in turn improve the quality of reporting, driving up the efficiency of public spending. Such a portal would also allow government vendors and related businesses to plan their purchases and inventories better. Financial institutions would be able to estimate borrowing needs of different levels of government accurately.”

Casey Rosengren: “If you want to be a great leader, you need to develop a worldview. You might think you don’t have one—but you probably do. It’s just implicit rather than explicitly articulated. A worldview is a belief system that answers big, philosophical questions about life and existence. It’s what guides our choices and how we orient ourselves in life. Understanding how to articulate and share your worldview with others can be a powerful tool for creating meaning in an organization.”

Economist: “Regardless of the extent to which the generative AI models that underpin ChatGPT and its rivals actually transform business, culture and society, however, it is already transforming how the tech industry thinks about innovation and its engines—the corporate research labs which, like OpenAI and Google Research, are combining big tech’s processing power with the brain power of some of computer science’s brightest sparks. These rival labs—be they part of big tech firms, affiliated with them or run by independent startups—are engaged in an epic race for AI supremacy. The result of that race will determine how quickly the age of AI will dawn for computer users everywhere—and who will dominate it.” More: “There is a chance that powerful ai will break the historic mould. A technology capable of handling almost any task the typical person can do would bring humanity into uncharted economic territory. Yet even in such a scenario, the past holds some lessons. The sustained economic growth which accompanied the steam revolution, and the further acceleration which came along with electrification and other later innovations, were themselves unprecedented. They prompted a tremendous scramble to invent new ideas and institutions, to make sure that radical economic change translated into broad-based prosperity rather than chaos. It may soon be time to scramble once again.”

WSJ: “99% of big projects go wrong. The economist who spent decades studying them has some advice for getting them right: Think slow, act fast and build brick by tiny plastic brick…In the 1950s, when Lego decided to make one product the centerpiece of its business, the Danish company went looking for a single toy that could be the foundation of an empire. It picked the colorful plastic bricks that have captured the imagination of children ever since. It was a wise choice. It was also a fitting corporate strategy: Lego turned a small thing into something much bigger. “That’s the question every project leader should ask: What is the small thing we can assemble in large numbers into a big thing?” says University of Oxford economist Bent Flyvbjerg. “What’s our Lego?””

Tim Martinez: “Leaders are the representation of a promise that together, with courage and dedication we can will succeed. Leaders should not represent the lone-wolf who is forging alone in the cold dark night capable of doing it all on their own. There is no glory in that. One of the smartest things you can do as a leader is build a brain trust of advisors that can challenge you while providing perspective and encouragement (and a little tough love). It’s been said – “if you want to go fast, go alone; if you want to go far, go together.””

The Marketer’s ORCs (Part 4)

ORC #1: New or Existing Customers

Marketers have fallen into what I call the “Forever / Repeated Acquisition Trap.” [FAT/RAT] Because of the constant pressure to show growth and the ease of spending money on the digital adtech platforms like Google and Meta, most marketers have chosen the path of least resistance. A lot of money is being spent on acquiring (and in many cases re-acquiring) customers. Every other business is doing it, so it just seems the right thing to do. And every acquired customer is being bought via an auction – with the click sold to the highest bidder. Little wonder that customer acquisition costs have spiralled out of control. Anecdotal evidence is that in the past few years, the CAGR for CAC is 40%. This means that costs are doubling every two years – with little sign of it slowing down. Google and Meta’s share of the aggregate spend has been coming down but newer platforms like Amazon, Tiktok, Snap, Microsoft and Apple are rising rapidly.

While there is some spending on digital branding, most of the focus is on acquisition of new customers. These aggregate into the shiny new numbers that marketers show to their bosses every week in review meetings. There is little or no discussion on existing customers – how did their spending grow, how many churned, how many more are likely to churn, and how close the spend is to the lifetime potential. This is because attracting new customers via new spending is easy, while working with existing customers is hard. And yet no business and brand can be built with a leaky bucket. This is the conundrum marketers face.

As I wrote earlier in Marketing: Disrupted and Simplified: “…Marketers made a big and costly mistake. Seduced by the ease of spending on Google and Facebook, and the excitement of continuously acquiring new customers, they missed deepening relationships with existing customers. It is not just marketers but even CEOs who are at fault. The question that gets asked is: how many new customers did we acquire? There is little discussion about retention and revenue expansion from existing customers. (This is true for B2C and B2B brands.) In a competitive market, the focus shifts to landgrab and leads to an arms race of spending investor money or retained profits to show perpetual growth of website traffic or app installs. The rise of ad revenues of Google and Facebook testify to the marketers’ folly. By not building deep relationships with existing customers and by bombarding them with irrelevant messages, marketers have trained their customers to ignore their communications, thus reducing the efficacy of the only method of bringing existing customers back to their website or app for transactions. Once customers start ignoring the messages, the marketer has little or no choice but to spend 10X more on re-acquiring that same customer via the tech giants. With everyone doing the same, the only winners are the attention sellers (Google and Facebook), who in turn create even more powerful data hoses by giving consumers even more free utilities. The irony is that as marketers did not pay attention to their customer needs, they are paying even more dearly to the attention intermediaries to reach their own ex-customers.”

Marketers need to shift focus and budgets to existing customers, using Earned Growth (revenue growth from existing customers and new revenue from referrals) as the metric. Ensuring existing customers come back for more and bring their friends is the only way to build a sustainable profitable business. This conundrum thus has an obvious solution: flip the funnel, with existing customers at the top and new acquisitions at the bottom (and these ideally coming via referrals rather than ad spending).

**

Conundrum: To focus on continuous new customer acquisition or nurturing relationships with existing customers

Insight: Rising CAC is hurting profits; new acquisition is an unwinnable arms race

Solution: Shift to existing customers and Earned Growth as the North Star Metric

Thinks 793

Suzy Welch on her course at NYU’s Stern: ““Becoming You,” as I conceived it, would help avert this fate by encouraging M.B.A. students to think about careers another way—as a journey toward their “area of destiny,” the world of opportunity that exists at the intersection of their authentic values, their strongest skills and aptitudes, and the kind of work that interests and excites them intellectually and emotionally. Sure, some of my students would still end up in consulting and banking and tech, but if I taught the class right, others would have their eyes and minds open to—dare I say it—jobs in industry. That’s right, in companies decidedly not selling advice, professional services or shipping software and devices conceived by engineers—but making and doing real stuff.”

FT: “American crosswords elevate the answers. American setters prioritise fresh and lively fill, plucked anew from an ever-shifting culture and language. A setter’s word list is a prized possession and the clues themselves are, in most cases, little more than an afterthought to get the kapow into the grid. British crosswords, meanwhile, elevate the questions. While the answers are often pedestrian, each clue in a cryptic is a mystery unto itself, a deviously constructed linguistic locking mechanism, unopenable, until you open it. In this sense a cryptic is not a single puzzle at all but a puzzle made of puzzles. Solving an American puzzle is an exciting smash-and-grab job. Solving a cryptic is a sophisticated bank heist.”

Carolyn Coughlin: “Listening to win is, ‘Let me make the problem go away by telling you, you don’t have a problem.’ Listening to learn is getting underneath what’s being said and reflecting back to the person. And listening to fix is, ‘Let me take your problem and solve it for you, or help you solve it.'” [via Shane Parrish]

Ezra Klein: “Barnes & Noble’s resurgence is a reminder that there is nothing inevitable about its (or any bookstore’s) demise. Great bookstores and libraries still provide something the digital world cannot: a place not just to buy or borrow books, but to be among them.”

Mahesh Vyas: “Most of the employed persons in India are poorly educated. The maximum education of a bulk of those employed in India is high school graduation. As of Sept­em­ber-December 2022, nearly 40 per cent of the workforce (we use the term to represent those who are employed) were high school graduates. The maximum educa­t­ion achieved by them was bet­ween the 10th and 12th standards. India suffers from a poorly educated workforce that is confined to poor quality jobs. Most employment is informal and in the unorganised sector. This is not new. But India is still unable to solve this old problem. Forty-eight per cent of the workforce had not even cleared their 10th exams — 28 per cent had cleared between the 6th and 9th standards and 20 per cent had cleared only the 5th stand­ard. The last 20 per cent — those that cleared the 5th standard — could be considered largely uneducated because it may not be necessary to clear exams to be promoted from one class to the other till the 5th standard. Only 12 per cent of the workforce was a graduate or postgraduate. For reference, that ratio in the US is about 44 per cent for persons of 25 years or more.”

Ruchi Gupta: “The ability to remake a party requires three things of the leadership: first, the ability to consolidate power and enforce one’s will on the party; second, to effect wholesale change in the organisation and exercise control over those remaining; third, provide new messaging for the party which either shapes or responds to the feedback from the ground…A review of the trajectory of parties in our country and around the world shows that political parties are defined by their top leadership. Thus, each new leader has significant power to remake their party. The reason political parties in India seem mired in their past has less to do with voters’ preoccupation with history but more because there has been very little churn in the party organisation.”

The Marketer’s ORCs (Part 3)

Conundrums

I started listing out the Marketing OR Conundrums (ORCs) and came up with this list:

  1. New customers or existing customers
  2. Adtech or martech
  3. All customers or Best customers
  4. Pull or push
  5. Browse or search
  6. Reacquire or reactivate
  7. Same experience or differentiate
  8. Broadcast or personalise
  9. Engagement or conversion
  10. Multi-channel or omnichannel
  11.  SMS or email
  12.  Short-term or long-term
  13.  Growth at all costs or profits
  14.  Best of breed or full stack
  15.  Marketing cloud or modern stack
  16.  Data or gut
  17.  First-party or zero-party
  18. Human or AI
  19.  Build or buy
  20. Inhouse or agency
  21.  Marketplaces or direct
  22. Incumbent or attacker

I put this list into ChatGPT and asked for more marketing conundrums. Here’s what I got:

  1. Product-centric or customer-centric approach
  2. Quantity or quality leads
  3. Inbound or outbound marketing
  4. Cost-per-acquisition (CPA) or return on investment (ROI)
  5. Branding or direct response
  6. Local or global marketing
  7. Organic or paid growth
  8. Compliance or innovation
  9. Quality or quantity of content
  10. Influencer or celebrity endorsements
  11. A/B testing or multivariate testing
  12. User-generated content or branded content
  13. Guerrilla marketing or traditional advertising
  14. Virtual or in-person events
  15. Owned, earned or paid media
  16. Targeting a specific demographic or targeting a broad audience
  17. Product or service differentiation
  18. Growth hacking or sustainable growth

I then asked ChatGPT for ten more to get the list to 50.

  1. Short-form or long-form content
  2. Automation or human touch
  3. Mobile-first or desktop-first approach
  4. Public relations or advertising
  5. Guerrilla or ambush marketing
  6. Content or context-based targeting
  7. In-app or in-browser notifications
  8. Product or market-centric approach
  9. Brand or performance marketing
  10. Virtual or augmented reality-based marketing

So, plenty of choices to be made. Let’s get started with some of the ones I consider as the most important ones.