Thinks 569

Sridhar Ramaswami: “Now we are in this environment that everything is about grabbing our attention. And, this is where things like the free model that you, like, give that really nice vignette about sort of come into play. We are now in a world where we think we’re getting a bunch of free products; but in effect we have given away all of our attention–and attention equals dollars. And, I think economists sometimes have trouble understanding that. All of us are eminently manipulatable. The brands you’re going to remember are the ones that showed you ads, whether you cared for them or not. We have run studies, for example, where we ask people about remarketing ads. Every single person, if you talk to them, individually is 100% convinced that they can never be, like, persuaded to buy anything. But, if you ask in anonymous surveys whether they bought stuff that they didn’t really need because of remarketing ads, 50% of people will say, ‘Absolutely. I ended up spending money on junk.’ So, this stuff works, and free isn’t really free.”

Dev Lewis: “In my view the Modi government’s reactions— the app bans, military strategy, rejection of Chinese investment exemplified head in the sand behaviour that did very little to benefit Indian citizens (let alone India’s physical sovereignty for that matter). The PRC’s military actions and rhetoric reflected the CCP’s own sense of power in the world and disregard for Chinese business or citizen’s interests. People on both sides of the border lose while the States play their own game of nationalist narratives of victimhood, morality, and superiority, drawing power and legitimacy domestically from bilateral hostility. I see very few incentives for this status-quo to change.”

The Milk Road summarises Stanley Druckenmiller’s advice to young investors: “He encourages them to learn all the asset categories and how they integrate. Not easy… but fundamentals are fundamental…His number one advice to young people? Do not invest in the present. The present is not what moves stock prices. Change over time is what moves them. He says to try and envision a different world a year and a half from now.”

Thinks 568

Sam Gerstenzang on his learnings from Stripe. Among them: “Turn up the heat in every interaction and ask uncomfortable questions. Some of the questions I repeatedly ask: Can we re-frame this in terms of the customer’s problem? What’s the soonest we could get this done? What would you need to get this done tomorrow instead of next week? What would we need to do to get twice as many customers? Ten times as many customers? How does this relate to our goal? Is this the most important thing we can do for our goal? What’s most important? What do we really need to get right? What could we cut, even if it’s painful?”

NYTimes on Nike@50: “Nike, named for the Greek goddess of victory, has become not just the most valuable apparel brand in the world (worth more than twice as much as Adidas, its closest sportswear rival, and ahead of Louis Vuitton, Gucci and Chanel). It is part of the movies we watch, the songs we hear, the museums we frequent, the business we do; part of how we think about who we are and how we got to here. It is, said Robert Goldman, the co-author of “Nike Culture: The Sign of the Swoosh” and professor emeritus at Lewis & Clark College, “an emblem of individuality, in an age where individuality has become rampant” that also happens to be one that can be read by the masses.” Forbes on how it’s using the metaverse, Web3 and NFTs.

Bloomberg: “Some people are naturally more decisive. These charge-ahead types make choices assuredly, from the trivial to the life-changing, stick to them and don’t look back. But do they make better decisions?  It turns out that indecisive people don’t make worse decisions. In fact, the art of making good choices is as much about how we make them, and whether we actually put our decisions into action, as it is the choices themselves…“Action-oriented” people — those who find it easier to initiate and follow through on decisions — more easily adjust to time pressure or stress and are more likely to follow through on their decisions. “State-oriented” people, on the other hand, find decisions more difficult, are less flexible, more likely to question the choices they’ve made and more prone to abandoning efforts later.”

Thinks 567

David Sax: “Engagement with strangers is at the core of our social contract. Most religious faiths instruct us to welcome the strangers we encounter, and there’s good reason for this. If we engaged only with the people we knew, our world would be small. That leap of faith toward the unknown other is what allows us to grow beyond the family unit, tribe or nation. Everyone you converse with who is not a biological relative — your best friend, neighbor, lover, spouse or even that chatty taxi driver from last weekend — was a stranger before you spoke to that person. Anytime we ignore strangers in our vicinity, whether because of fear, bigotry or the everyday convenience and efficiency of digital technology, we weaken that contract. Far from random human inconveniences, strangers are actually one of the richest and most important resources we have. They connect us to the community, teach us empathy, build civility and are full of surprise and potentially wonder.”

Matthew Hennessey: “Life is not determined by what you want. Life is determined by the choices you make.” [via CafeHayek]

Sangeet Paul Choudary on ecosystem business models: “In an ecosystem, we typically see three types of horizontal business models emerge – Aggregators, Integrators, and Infrastructures – which may be distinguished based on their position in the value chain. Additionally, firms may specialise and act as capability providers.”

Hotline: The Crux of the Brand-Customer Relationship (Part 14)

Making it Happen

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. In hindsight, the idea of a hotline seems so obvious and yet it is ignored. Marketers seem to have resigned themselves to 80-90% of their emails and SMSes being ignored, and most of their push notifications being undelivered. This is where the opportunity for smart marketers. The coming downturn and push for self-sustainability and profitability offers an inflection point to change the foundation in the brand-customer relationship.

The good news is that there are many innovations which can support a push by marketers to build the hotline with their customers. Email 2.0 offers interactivity in emails via AMP, daily habit-forming content via Ems, micro-incentives in the form of Mu tokens as Atomic Rewards, a new metric to track engagement intensity via Hooked Score, and a new type of product-led agency (Progency) to do it all. Email 2.0 is the best way to build the hotline – better than 2-way SMS or even WhatsApp. Everything that can be done in other push channels can be done via Email 2.0 – and at a fraction of the price. The good news is that marketers are already sending out emails daily to their customers. What needs to change is the underlying tech and the mindset.

The combination of AMP and Atomic Rewards offers a very powerful combo to build the hotline. AMP offers an “All-in-Email” approach – Shop in Email, Search in Email, Play in Email, Browse in Email, Earn in Email, Chat in Email, and so on. There is no need to leave the email at all – no need for click-throughs and landing pages! Atomic Rewards offers the foundation for Loyalty 2.0 – incentives for marketers to nudge customer actions. Mu tokens can be used to get attention and zero-party data; they can also be used to drive referrals and reviews because every customer also has a network and voice. Think of Mu tokens as the non-monetary equivalent of loyalty points which are linked to money and transactions.

A hotline also means a greater frequency of communication. Ems powered by informational microcontent are a great way to keep the relationship alive. Every email doesn’t have to be just an offer to buy. Stories can drive the emotional connect and help build community. What brands are doing on the social channels can be replicated within Ems.

Over time, the same underlying themes of Email 2.0 (interactivity, in-place actions, incentives, insights) can be replicated on the other push channels – making for a true omnichannel hotline relationship with customers. Every interaction is an opportunity to collect volunteered data that enriches the customer profile – and helps increase personalisation on not just the push channels but also the brand properties. This will become even more important in a world where privacy has taken centre stage and the efficacy of using cookies is diminishing.

So, the message to marketers: make the Hotline via Email 2.0 as the crux for customer relationships. It will not only improve customer experience but also drive profitable growth. In an uncertain tomorrow, the Email 2.0 Hotline offers comfort and certainty for brands and their (Best) customers.

**

Additional Reading

Thinks 566

Matthew Green: “Legacy industry and regulators have smothered two generations of technological improvement, largely (I suspect) by building a (mostly) closed and permissioned financial system. And this is a big deal: payments are too important to our economy to entrust them to 1970s-era technology and an extractive industry. We don’t even know what novel applications — Googles, Facebooks, Wikipedias, Instagrams — we’re missing out on because the industry simply won’t allow them to exist. I don’t know if blockchains are the solution to this problem. I see indications that the technology is finally starting to grow up in ways that seem like a harbinger of major positive changes on the horizon. Progress here is slow, though in some cases because the regulatory apparatus is throwing sand in the gears of cooperative products, and/or utterly failing to move expeditiously to uncover possible fraud. And maybe the result won’t even be a success for blockchain solutions: perhaps we’ll simply get more and better offerings from “traditional finance” industry as they start to wake up to the fact that more open systems can compete with their closed offerings. So while I don’t know if cryptocurrency will be the answer, I’m just hopeful that something will be.”

Shane Parish: “There is a constant battle in all of us between our today-self and our tomorrow-self. Today-self is like our inner child. Today-self cares only about today. It wants to focus on things that offer an immediate payoff. Whether that’s kicking back with a few too many glasses of wine, spending money on status symbols, or avoiding doing things that can be done tomorrow. Tomorrow-self is like our inner adult. Tomorrow-self cares about things that take time to get results — like working on your relationship, saving money, or consistently moving the project forward one inch at a time.,,The wisdom of tomorrow-self is this: Focus on one thing you can do today to make tomorrow easier. Repeat.”

David Perell: “Philosophers are the most rigorous thinkers I know. Like intellectual boxers; they come to understand ideas by making them fight with each other. Their style of analysis is effective because it’s so bloody. One friend calls his style “violent thinking.” He talks about thinking like a soldier talks about interrogation. He subjects ideas to ruthless torture, shaking them and grabbing them by the throat until they can no longer breathe and, eventually, reveal their true nature…Good philosophers are like my friend from middle school. But instead of playing with computers, they play with ideas. Writing takes them a long time not because they’re finger-happy keyboard warriors, but because they rip ideas apart until they’re left with only the atomic elements. Once the idea has been sufficiently deconstructed, they put it back together. Usually, in new ways.”

Hotline: The Crux of the Brand-Customer Relationship (Part 13)

If there was a Hotline

If Target had a hotline to me, they could have engaged me and offered a replacement “Classic Fit” pant instead of simply refunding the money. They would have realised that of the two pants I bought, I had only returned one.

If Pongal (an Indian vegetarian restaurant in New York) had a hotline to me, they would have recognised me as a visitor who came every third day – and offered me an incentive to come every second day, and thus grow their wallet share from me by 50%.

If Gap had a hotline to me, they would have recognised me as having bought a shirt from them a few years ago and offered me more of the same when I entered their store.

If Barnes & Noble had a hotline to me, they would have realised that my email ID had been incorrectly entered and would have corrected it the next time I did a purchase. And then linked my in-store book requests to offering to send me the book within 24 hours if it wasn’t available in the store.

If Macy’s had a hotline to me, they would have offered me add-ons to the Perry Ellis belt I bought – rather than telling me that their rewards program was only open to New York residents (not realising that faking a NY address is so easy.)

If Aeropostale had a hotline to me, they would have wondered why I returned a couple of clothes within an hour of purchase. (Answer: Abhishek found better and cheaper in a store next door.)

If ASIC had a hotline to me, they could have asked me how many members are in my family and which shoes they would be interested in. In this case, ASIC doesn’t even know me since I bought the shoes from Kohl’s.

If book publishers had a hotline to me, they could cross-sell me other books in a similar genre. Again, they don’t even know I have bought a book. As an example, I have recommended “The Crux” to a dozen friends in the past week, and they have no clue.

If Air India had a hotline to me (rather than the contact info of my assistant), they would have asked me how my flight was and what could be done better in the future. (I would have told them maybe they need to do an upgrade to their interiors in the non-stop US flights which have been unchanged after 15 years!)

If Amazon had a hotline to me, they would have offered me free Amazon Prime while in the US – rather than blocking my account (which was using a different email address – the only way to get 30-day free Prime) and wasting an hour of my time in trying to get it unblocked.

If Nike had a hotline to Bhavana, she would have told them how silly it was for the sales executive to refuse to offer laces so Abhishek could try on the shoes and walk around to get a proper feel. (She eventually got the laces by escalating.)

And so it goes on. Billions of customer engagements daily. And so many missed opportunities for cross-sell, upsell or future-sell. It is little wonder that many brands lose out to faceless marketplaces – they not only lose margins, but also the customer relationship. It is the hotline which is indeed the crux – the one thing marketers should look at solving for, at least with their Best customers if not for everyone.

Thinks 565

Shruti Rajagopalan in conversation with Lant Pritchett. “PRITCHETT: I think this is maybe the deep problem about state capability in India is that—and Arvind Subramanian just had an interesting interview in which he was pointing out that what the government’s done is not try and fix the hard-implementation things like health and education. They’ve improved the direct targetable here. You’re getting gas here. You’re getting concrete benefits of cash or in-kind transfers that are logistically simple. That, again, it’s not going to re-create a coalition about fixing the core problems of the Indian state. RAJAGOPALAN: I call it the upside-down Indian state. They don’t provide public goods and quasi-public goods. But what they provide is private transfers and private entitlements, which could be done very well by the private sector, except now it’s the government in the business of—it’s a little bit upside down if we think of it from a development point of view. It might still be better than nothing. PRITCHETT: Yes, it is worrisome if you’re providing subsidized gas but you don’t have a police force that’s reliable.”

Jack Dorsey’s tdb’s presentation on Web5. “Web5 brings decentralized identity and data storage to your applications. It lets devs focus on creating delightful user experiences, while returning ownership of data and identity to individuals.” Namcios: “Web5 is based on the assumption that Web3, the idea of building a decentralized web with blockchain technology and cryptocurrencies, has the right intentions but is using the wrong tools. Web5 leverages Bitcoin, the decentralized monetary network, and a plethora of sound computer science technologies to create a new ecosystem of decentralized identities, data storage and applications in which the users are in control of their personal information. Fairly decentralized developments in the internet over the past couple of decades such as BitTorrent and Tor have shown that blockchain technology is not a necessary component for decentralization. Rather, the blockchain has only proven to be needed for a very specific purpose – mitigate the double-spend problem to successfully bring peer-to-peer money to the digital realm with Bitcoin. TBD’s Web5 is made up of software components and services such as decentralized identifiers (DIDs), decentralized web node (DWNs), self-sovereign identity service (SSIS) and a self-sovereign identity software development kit (ssi-sdk). These components let developers focus on building user experiences while more easily enabling decentralized identity and data storage in applications.”

Dan Shipper and Casey Rosengren: “Peer coaching is a structured way to learn, grow, and share with a close friend. It’s a deep commitment to creating a supportive environment where you and a friend can develop as individuals. The bare bones structure of it is to meet weekly for an hour, with one person as the “coach” and the other as the “focus person,” and to alternate each week who is in each role. The focus person shares whatever questions or challenges they’re sitting with, and the coach’s job is to listen, and at times, reflect or share their own experience.”