Thinks 475

Business Standard: “Do words really matter in a world dominated by visuals? Chris West is one of those staunch votaries of the power of words for the simple reason that, as he argues, we invented language to share ideas and deepen relationships. “We invented brands for the same reasons. An authentic, differentiated brand voice is uniquely suited to building understanding, building relationships, and building your businesses,” he adds…So what goes into the creation of a distinctive brand voice, one that connects deeply with the audience, creates unflinching loyalty, and keeps itself ahead of competition? Strong Language, punctuated by case studies and practical insights, offers a three-layer framework that can help businesses understand what they are doing, what they are trying to create, and how to go about it.”

Zvi Mowshowitz on how to best use Twitter: “Tweetdeck or another similar alternative application. Knowing who to follow and read. Lists. Unfollows, filters, mutes and blocks.”

Economic Times quoting Raghuram Rajan: ““I would like to see a careful analysis of PLI. Thus far I haven’t seen a careful analysis. What is PLI? It is on the one hand we elevate tariffs and on the other hand we give subsidies. Manufacturers love this; it is like the old licence raj. If you remove the tariffs, if you remove the subsidies, can they stand independently? Or are we in a permanent situation of using taxpayer money to produce?” says Rajan. He says real damage in the economy is to SMEs, but those are not the companies applying for PLI…He says protection once given is not easy to withdraw. “Work on improving your capacities, rather than protection,” added Rajan.”

Dear Netcorians: My Annual Day Speech (Part 2)

Our Spirit

Dear Netcorians,

Profitable growth. Infinite mindset (long-term focus). Extreme employee centricity (with 25% stock options). These are core beliefs I have written about in the past. Besides these, a number of things make us stand apart.

We have taken the road not taken to becoming a proficorn.

We believe in the genius of the AND rather than the tyranny of the OR. Profits AND Growth. India AND the World. Emerging Markets AND Developed Markets. Family AND Professional. CPaaS AND Martech. Product AND Progency. Humans AND Machines. Netcore AND Unbxd.

We are beating competitors who have been in business for 10+ years and still cannot show profits.

We are not afraid to fail. We try out things, we experiment. Pepipost (an SMB email API service) and Scoop (a conversational analytics platform) have been two such efforts.

We don’t give up on things we believe in even if success takes time. For example, our international expansion and our CE (customer engagement) platform.

We are always open to learning. We learnt the SaaS way: ABM, SDR, inbound.

We are willing to walk alone on a different path. We bootstrapped our way through the years while others raised and burnt capital. When the pandemic began and the future was uncertain, many funded companies fired employees; Netcore did not fire and did not cut salaries.

We trust people irrespective of age or background.

We are willing to accept our mistakes and say sorry. Kalpit and I did just that when we called a leading brand’s CEO to apologise for an error from our side.

We never compromise on integrity. Once when a global tech company overpaid us by almost a million dollars (and they did not even realise it), we returned the amount in full.

We will go the extra mile for our customers and have maintained relationships through the years.

We are survivors. We are challengers. We are winners. We are Netcore.

Thinks 474

HBR: “In 2021, when we asked executives from 60 companies around the world how their managers were doing, we got unanimous reports of frustration and exhaustion…The problem isn’t hard to diagnose. The traditional role of the manager evolved in the hierarchical workplaces of the industrial age, but in our fluid, flatter, postindustrial age that role is beginning to look archaic. The irony is that we actually need great people leaders more than ever…In this article we’ll make the case for redefining and even splitting the role rather than simply continuing to let it evolve, which is a potentially costly and disastrous course of action.”

The Generalist on AngelList: A Venture Constellation. “Naval Ravikant’s company is both a unicorn and a creator of unicorns. It may just be getting started.”

Anticipating The Unintended: [The PM’s and FM’s] words indicate that the primary goal of Aatmanirbhar is quite clearly Import Substitution Industrialisation (ISI). The goal of becoming a major export power is now a distant second goal. ISI as a developmental strategy for India is as old as the Republic of India. After independence, as part of ISI, trade and economic policy measures were designed with the explicit aim of replacing foreign imports with domestic production. India went for one of the most extreme versions of ISI across the world. The results are for all to see. And yet, we seem to be going back to that path. Moreover, this focus on reducing imports misses the point that imports are critical for exports. They allow a nation-state to build on its own strengths while leaving it to other countries to produce what can’t be done efficiently here. And so, it shouldn’t surprise us that as exports rise, imports will also rise concurrently. The world’s top two exporters are China and the US. And the world’s top two importers are also the US and China. There is no contradiction here. Hence, the government’s obsession with reducing foreign dependence is anachronistic and self-defeating.”

 

Dear Netcorians: My Annual Day Speech (Part 1)

Netcore celebrated its Annual Day on April 7, 2022, delayed because of Covid. It was a special occasion, in our 25th year. It was a memorable evening of awards and performances. We were meeting in person after a gap of two years. I gave a short speech. Here is a rough transcript.

Our Journey

Dear Netcorians,

Netcore began 25 years ago in a 300 square feet office in Fort in South Mumbai with a team of 5 people as a spin-off from IndiaWorld. It was a forced separation because I was having trouble explaining to IndiaWorld investors what a Linux-based mail server provisioning business had in common with a portals business. We moved to Peninsula Chambers in Lower Parel a few years later after IndiaWorld was acquired by Sify.

The early years saw very slow growth; we were stuck at Rs 1 crore revenue for many years. During the first decade of Netcore, I tried multiple ideas: BlogStreet (blog search engine), an RSS-IMAP Aggregator (for consuming feeds), Pragatee (an all-in-one server for small businesses), Emergic Freedom (thin client, thick server to make computing affordable), MyToday SMS (microcontent subscriptions), MyToday.mobi (mobile web portal). All failed and cost us money.

2007 saw an upward shift in our fortunes. The previous 15 years have taken Netcore’s revenues to Rs 660 crore ($88 million) in FY 22. What were the key decisions that made Netcore?

I replaced myself as CEO. Netcore has been led by three professional CEOs who have been the agents of transformation, starting with Abhijit in 2007-11, Girish in 2011-14 and Kalpit 2015 onwards.

Bhavana (my wife) gave me an ultimatum when she saw Netcore losing money in 2008: turn it around or shut down. We made the business profitable in a few months thereafter and have had 15 years of profitable growth since then.

We ended our B2C experiments in the quest for profitability, and focused only on enterprise solutions, starting with SMS and then email.

We added martech in 2015. We expanded to other emerging markets. The early years were difficult but we never gave up, and eventually succeeded.

We also expanded to the US in 2018 and Europe in 2021. We pivoted to becoming a SaaS company in 2019.

Our vision of a full-stack martech platform was enhanced with the acquisitions of Boxx and Hansel in 2019 and 2020, respectively.

In 2022, we made our biggest investment of $100 million in Unbxd, funded entirely after internal accruals.

Many of these were shots in the dark when taken, bullets that later became cannonballs. Taken together, these decisions have brought Netcore close to $100 million in ARR. I wrote about Netcore’s journey recently.

Thinks 473

Samuel Gregg: “Industrial policy seeks after all to alter the allocation of resources and incentives in particular economic sectors that would otherwise transpire if entrepreneurs and businesses were left to themselves to innovate and compete. It involves the government engaging in targeted economic interventions in order to: 1) produce particular outcomes in terms of capital investments, provision of goods and services, type of jobs, and employment levels; and 2) encourage the advent of economic sectors that, it is argued, would struggle to materialize without state-intervention. The forms taken by industrial policy range from subsidies to preferential tax treatment, loans at below-market interest rates, outright grants of capital, joint public-private enterprises, and special regulatory treatment. Alas, there are good reasons to doubt industrial policy’s effectiveness in producing a more broad-based economy. East Asian miracles like South Korea and Taiwan are often touted as examples of industrial policy achieving this goal. The ground-breaking study of these cases undertaken by the distinguished Indian-American economist Arvind Panagariya, however, indicates that industrial policy played at best a marginal role, and often produced dysfunctional effects. Even the instance of Taiwan’s development of its world-class semiconductor industry turns out—contra the economic nationalist refrain—to have had relatively little to do with industrial policy.”

WSJ: “Government didn’t build America. Thomas Edison, Andrew Carnegie, J.P. Morgan, Bill Gates, Warren Buffett and millions of investors, innovators and small-business people you’ve never heard of did that. No nation can stifle the genius of someone like Jack Ma and have any hope of becoming the world’s dominant economy. In all probability China has hundreds of Jack Mas who will never be discovered as they try to do business under a system that one Chinese investor described as “restrict this, cancel that, regulate this, censor that.” The greatest economic liberator in the postwar world was Deng Xiaoping, not Margaret Thatcher or Ronald Reagan. His reforms starting in 1978 turned a stagnant, starving Chinese economy into an economic powerhouse. He did it by reducing the role of government in the Chinese economy, which permitted the natural entrepreneurial ability and genius of the Chinese people to generate an economic miracle. But as market freedom grew to challenge the power of government, the Communist Party choked off freedom.”

Alchian and Allen: “Fortune does not hand down information and guidance to discover improved techniques of production and distribution of better products. It’s obtained by investing in risky exploration and experimentation with one’s own wealth. Some experiments, perhaps most, fail. The failures disappear with little publicity.” [via CafeHayek]

Internet and IndiaWorld: Conversation with PCQuest

I launched IndiaWorld, India’s first Internet portal, in March 1995. This was even before Internet access was commercially available in India. In this with PC Quest to celebrate their 35 years, I recount the early years of the Internet in India, the dotcom revolution and the IndiaWorld story. IndiaWorld was acquired another early Internet pioneer in India, Satyam Infoway, for $115 million in November 1999.

Thinks 472

Rita McGrath: “You have power when you have control over a scarce and valuable resource. That could be formal power, as in control over raises, promotions or budget approvals. That could be informal power as in access to a respected inner circle of decision-makers or the possession of a great brand or stellar reputation. Power can also come from expertise and skill. The more invaluable you are to the organization, the more likely people are to tread carefully around you.”

FT on ARK’s Cathie Wood: ““Boom. That’s when it hit me. Why don’t you apply the technologies that have been disrupting other industries to your own? Think about it: your industry finances all of these disruptions that have changed other industries, and it hasn’t embraced them itself.” Within five minutes, the key foundations of what would become Ark’s approach came to her: adopting open source research, embracing online media, investing in innovation…An important element of Wood’s vision — and one of the drivers of her seemingly boundless optimism — is that the deflationary trend of recent decades and generally low interest rates will continue: technological innovation suppresses costs, while companies whose products are being rendered obsolete will have to cut prices.”

Atanu Dey: “In reality what we call the government is just a bunch of people, and people have various goals and motivations. The people who constitute the government can be broadly classified as politicians (who are periodically elected) and bureaucrats (who are unelected and enjoy lengthy tenures.) The politicians…do what they have to do to get re-elected. They may care about the general welfare of the country but that concern comes a distant second to their self-interest. Expecting them to be self-sacrificing for some greater good of the nation is delusional idiocy. The same goes for the bureaucrats; their first concern is how to expand their budgets and their power over the fiefdoms they ruthlessly rule. Practically nothing they do is ever beneficial and most of the time they inflict immense harm…The government is ultimately a reflection of the soul of the people. If the people are morally and ethically weak, they will suffer morally and ethically bad governments.”

Martech 2.0 and Web3: Solving Advertising’s 50% Problem (Part 14)

In Summary

We started by shining light on a problem that has been around for a hundred years: the 50% waste in advertising. Until now with its combination of digital customers providing data via their devices, it was a problem that had no solution. Now, it is possible to identify where the 50% waste is happening – reacquisition of churned customers and wrong acquisition where new customers exit rapidly. Solutions to this modern 50% problem have not been forthcoming because of the seductive allure of new acquisition, the availability of easy money from investors, and the CEOs’ priority of growth over profits. There is now trouble in paradise.

The cost of new customer acquisition is rising faster than ever before – just witness the 30-40% year-on-year growth rates of Google, Facebook (Meta) and Amazon. Easy money is going to slow down or disappear. This will force CEOs to focus on growth with profitability – and even going as far as to prioritise profitability over growth.

It is in this context that the ideas outlined in this series (and through my past writings) need to be seen. There are multiple innovations which when combined together can help create a new future for marketers and martech. It is a world in which they can have it all – drive exponential forever profitable growth. Here are the key takeaways:

  • To solve the problem of rapidly rising customer acquisition costs, marketers need to address adtech’s 50% waste problem due to reacquisition and wrong acquisition
  • The starting point for fixing this is not optimising adtech, but focusing on existing customers and martech
  • Marketers need to make shifts in the 5 Rs of retention, repetition, referrals, reactivation, and replenishment
  • Three innovations can help power the modern marketer’s transition: Atomic Rewards, Martech 2.0, and Progency
  • The marketer’s new map is about Pipe, Partitioning, and Prospecting
  • Done right, this is the path to profitable growth and creating a “profits monopoly”

**

PS 1: There is a famous line in Tolkien’s “Lord of the Rings”. Gothmog says, “The Age of Men is over. The Time of the Orc has come.” Of course, the Orcs are the evil ones and eventually lose. But to borrow the phrasing, what I can say is: “The Age of Adtech is over. The Time of Martech has come.” And hopefully, this time it will be a happy ending for brands and customers!

PS 2: I have been trying to think of a new name to describe this new thinking which combines Martech 2.0 and Web3 (along with the idea of a Progency.) Atomic Marketing, as a signal to the importance of Atomic Rewards? Or maybe Exponential Marketing, to indicate how exponential growth can now be possible? Or Profitable Marketing – because marketing has always been seen as a cost centre? Perhaps, replace Marketing with Martech because that is what it is all about – marketing powered by tech. I don’t have an answer yet. It is a question for another day and a future series!

Thinks 471

Forerunner looks at the future: “We see the seamless blending of two worlds bearing out in multiple capacities. Digital is merging social and professional life together, too. Today’s consumers are no longer just consumers; they are businesses–creating, curating, and coaching their way to financial independence online. In this shift lies an economic empowerment opportunity: Users are willing to pay for access, service, and expertise, and the emergence of Web3 is set to enable more value exchange and efficient payment, only increasing the potential for consumers to monetize…We’re also seeing new paradigms in purchasing. We’re just starting to see the rise of digital goods, with ownership and economic interests aligned with the creator–look for more of this in the years ahead. The consumer has been activated, both socially and economically, and is embracing their power; there is information about all kinds of products at scale, and people will be increasingly willing to “vote their conscience” through their spending decisions. The 2032 consumer will spend an increased share on services, and though they still want to buy, they’ll do so with a stronger interest in recycling, upcycling, and limiting waste.”

: “An icon who is studied in detail at war colleges across the world is Thucydides, a Greek general and historian from the 5th century BC, who superbly chronicled the Peloponnesian Wars between Athens and Sparta. This set of wars threw up several lessons for posterity in laying out a template for the geopolitical and behavioural drivers of conflict between an established power and a rising power. On another plane, the fine print of Thucydides’s narrative rests on the trinity of fear, honour and interest — a framework that fits most of the ongoing conflicts and less-than-war scenarios that seem to be playing out in contemporary times even if they do not conform to his classical rising power vs established power paradigm.”

Francis Fukuyama: “Liberalism is a doctrine, first enunciated in the 17th century, that seeks to control violence by lowering the sights of politics. It recognises that people will not agree on the most important things — such as which religion to follow — but that they need to tolerate fellow citizens with views different from their own. It does this by respecting the equal rights and dignity of individuals, through a rule of law and constitutional government that checks and balances the powers of modern states. Among those rights are the rights to own property and to transact freely, which is why classical liberalism was strongly associated with high levels of economic growth and prosperity in the modern world. In addition, classical liberalism was typically associated with modern natural science, and the view that science could help us to understand and manipulate the external world to our own benefit. Many of those foundations are now under attack.”

Martech 2.0 and Web3: Solving Advertising’s 50% Problem (Part 13)

Prospecting

The final question to address is that of the Next customers – the new acquisition. Today, this is the central focus of a marketing department. In the new map, this becomes an important but small program because it is the existing customers who become the key growth drivers. Two ideas can help marketers dramatically slash their adtech spending.

The first idea is referral marketing. The best advocates for a brand are its happy customers. Most existing referral programs tend to focus on getting any and every existing customer to try and attract new ones. This is a mistake. What brands should focus on is constraining referral marketing and offering it only to the Best customers because they are likely to get customers like them who can become tomorrow’s Best customers. Such referrals should be handsomely incentivised because a good referral cuts down the cost of new customer acquisition to zero. Tokens as part of the Atomic Rewards program can be a very good incentive for both the referred customer and the referrer.

The second idea is to create an adtech-martech bridge to ensure much better targeting in new customer acquisition. By analysing data from Best customers and using only this (rather than data from all customers), the acquisition program via the likes of Google, Facebook and Amazon can be sharper. ROAS (return on ad spend) should be the metric that should be measured and connected to CLV. Of course, the fundamental premise for this program’s success is the availability of zero- and first-party data. That in turn needs a CDP (as part of Martech 2.0) and incentives for customers to share their preferences. AMPlets in emails can use the footer space to craft a ‘zero-party data’ journey for each customer. The better a brand understands its buyers and the buyer journey, the better the acquisition program can be. Acquisition is where costs need to be controlled because the spends here are open-ended and exponentially increasing. Done right, brands can generate huge savings which can go straight to the bottomline.

Adtech spending thus is at the bottom of the funnel rather than being at the top. This inversion is what will propel brands to profitability. The Adtech era has made marketers lazy – pour money to the Big Tech platforms and watch as new customers steam in. But this has come to a huge cost – because there is little of the budget left for spending on building better relationships with existing customers. Unless this funnel is inverted to maximise spending on existing and especially the Best customers, brands will not be able to escape the pull of continuing cash burn on new acquisition. Referrals done right and the bridging of martech data to drive adtech spending are the two ways to stop the 50% waste.