entrepreneurship Archives - Page 52 of 235

The end of demographics

Posted on June 25, 2013 by Steve Sammartino

In the modern marketing era demographics have been used as the marketer’s major tool to target an audience, find out who our users were and predict customers based on age, income, location, education and other nefarious clustering techniques. But this is now coming to an end. Demographics are over.

We don’t need to use an invented tool to find out who our audience is…. We can now know exactly who they are. The connected world gives us permission to interact rather than guess, advertise and hope. We are now moving beyond influence, a little past community and now rapidly approaching the desire economy. Patterns of marketing are changing from demographic and geographic clustering, to interest based desires. Borders and barriers are all being broken.

So what does this mean for anyone trying to create something riveting? Well, it means what we did yesterday probably wont work and we should probably start doing the opposite of what big brands in the mass market era. Here’s a few tips to get your started:

Just do what you do, and trust that the people who care about that will find you.
Avoid the two worst words ever created by marketers: Consumer & Target. Replace with Person & Audience.
And most of all remember a person is never truly defined by where they live, what they earn or their age.

The evolution of marketing

Posted on June 20, 2013 by Steve Sammartino

I was asked by a respected colleague from the technology world this question: What is marketing? Mind you, this is a guy who is involved in, and gets marketing. As anyone who works in marketing knows, this is a difficult question to answer. But when I provided some thought on the question, I found that my answer is now longer than it used to be. Hence, I thought I would share it here.

I’ve broken it up into 3 parts. The first in order to provide a baseline definition and context.

General simplified thought: The development, distribution and promotion of products and services to suit a specific audience in order to achieve business objectives.

Unlike what many lay people believe it is neither about selling or advertising, and is much more about business management in totality. Or even more simply, marketing is a fancy word for business.

Marketing Then: The tools of marketing which flowed naturally from this were known as the 4 P’s.

Product – Solution
Price – Value equation
Place – Access
Promotion – Communication

Historically the job of the marketer has been to strategically organise the 4P’s of marketing (the marketing mix) in order to deliver a sustained commercial outcome between the brand and the audience. But it does feel like this is just not enough…. especially not when all of the factors we deal with are being disrupted via technological revolution.

Marketing Now: If we want to be a great marketer in 2013 then I feel like there is much more to it today. With the process being non-linear all the forces interact more strongly. Our interests need to be broader than that of the marketer from 1950-2000. I feel there are 4 areas we need to be interested in. And only when we are interested in these areas, will we have the intellectual arsenal to develop an effective marketing mix, regardless of which industry we are involved in.

Anthropology: A genuine interest in and study of modern day human movement and historical evolution. The ability to understand and spot patterns based on changing macro behaviour. Being able to see the movement of the collective sentience.

Technology: A solid understanding of where technology is taking us in the medium term. Not just understanding how to use what has already arrived, but knowing what is coming next. Knowing the implications of disposable technology, ambient computing and internet everywhere. Believing in this and integrating it into everything you market. In an age of exponential change there is no choice.

Finance: A solid understanding of what makes industries and the economy function. A financial brand which goes beyond COGS (Cost of goods sold) and marketing budget parameters. We need to be adept in raising capital, investing and ratio analysis…. all forms of finance are integral in what A grade marketers need to know.

Commerce: A true understanding in the art of connections. The why and how do certain parties transact with each other. How are they connecting now, and how will they connect tomorrow. It goes beyond distribution points and pricing models. It digs deep into need scopes and relative utility. It’s the real side of human interaction where commerce facilitates life goals and money is just the way we keep track of who is doing what.

A lot of this might sound meta physical, and it is. But like all forms of evolution, new layers get added – and these four elements are the layers which will define how the successful entrepreneurs and business people of tomorrow need to think.

Who is your competition?

Posted on June 17, 2013 by Steve Sammartino

If we ask any well know brand who their major competitors are the answers are reasonably predictable. It’s those brands who have that other part of the market share pie. This is what we all got taught during marketing class, and it made sense in the AC Nielsen TV ratings market share industrial era. The problem is that it makes a lot less sense as we transition to the digital age. An age where incumbents are constantly being exposed on the flanks, rather than by direct competitors. If we went back and asked a number of industrial world businesses who their main competitors were, the story becomes much clearer:

Kodak: At first it was Fuji & Agfa, closely followed by Cannon and Nikon…. but really in the end their nemesis came from a different planet. The planet of Apple, Google, Instagram and Facebook. What is Facebook really other than a Kodak moment 2.0?

Encyclopedia Britannica: Clearly World Book and later Encarta, the CD ROM based delivery by Microsoft. But in the end it was you and me who provided more accurate data on the subject of ‘everything’ as we populated both Google and Wikipedia. We turned out to be more accurate, more timely and we came at everyone’s favourite price – free!

Free to Air Television: First became very worried about movie rental stores (VHS, DVD) followed by cable TV. While now their real worry is the other screens in the home as Netflix, Youtube and Pirate Bay eat their lunch.

There are of course an unlimited number of examples with the same story.

But the lessons in a period of technological transition are two fold.

Incumbents: If your company or brand is in a battle defending revenue and market share from industry players, you’re focusing on the wrong area.

Entrepreneurs: If you’re aiming to disrupt an industry that has intense and focused market share battles, you’re focusing on the right area.

Startup Blog says: In times of transition, it pays to look to the sides instead of straight ahead.

The genius equation

Posted on June 16, 2013 by Steve Sammartino

I truly believe that the perception of the genius is a problem. But rather than rant, I thought I’d give my own version of it. I call it the genius equation:

Genius = Above average natural talent in specific area X sustained effort in that area.

The clue is really in the word – the etymology of the word genius includes: person of natural intelligence or talent. Of which I believe we all have one at least one.

So the real consideration is this – Not whether you’ve got one, but whether you let it slide?

Reality, Comedy & Venture Capital

Posted on June 13, 2013 by Steve Sammartino

The story of the court jester is an important one. Largely employed by rulers to entertain during medieval times, they served not simply to amuse but to criticize their master and their guests. The jesters position was one within a the power structures of society. Rulers knew that their servants had neither the position or the courage to drop a truth bomb or two, and so this role was outsourced to the local fool.

The problem today, is that most leaders, CEO’s and entrepreneurs don’t have a personal jester to keep them in tow. Maybe we should. It’s also fair to say that the technology and Venture Capital realm could do with an injection of reality now and again. I recently happened upon a video of famed inventor Nikola Tesla as if he was transported from the past directly into Silicon Valley. He was pitching his concepts to a group of VC’s whose responses were both hilarious and predictable. Another classic example which proves we often have more to learn from the Court Jester than the local hero who has already made bank. It seems as though we too have our own Jester, in the form of video spoofs.

[youtube=http://www.youtube.com/watch?v=zngK13FMgXM]

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3D printing is nothing special

Posted on May 30, 2013 by Steve Sammartino

People who read this blog and know me are aware of my obsession with 3D printing – and the fact that I think it will be bigger than the internet. Recently I had an experience with my 3D printer which was most enlightening. Before I share the story let me share a terrific definition of technology:

Technology – Something that was invented after you were born.

So I was playing with my 3D printer in my home office when my 3 year old daughter entered the room. I asked her if she wanted me to print her something. Maybe a toy or some jewelry. She replied simple ‘Ok daddy’ and seemed pretty excited about it. Who wouldn’t be, it’s a 3D printer for crying out loud. So we picked one of the bracelets from the picture below, and sent the file to the printer. A pressed the print button and it started printing. I was pretty pumped. 3D printing my little girl some personal jewelry, immediately in my home office. I quickly said “Look, Look, it’s printing it.” To which she replied in a nonchalant manner. “Ok, thanks daddy”

Sure she was excited about the jewelry, but not the process. The process was irrelevant to her, she just wanted the thing.

When the print job was done, I called her back in and said “Look, here it is, I printed it for you!!!”. To which her reply was much like the previous one regarding the process. She said “Thanks daddy” and then put it on her wrist and skipped away to get on with her 3 year old life.

3D printing to her is as ‘normal’ as cars, TV, airplanes, computers and microwave ovens. How can it not be, it was invented before she was born. It’s just another of the thousands of normal everyday thing she is seeing for the time. Nothing more or less special that the other technology in our lives.

But the really significant element is that by the time she is 13 years of age, yourself and every person we know will have a 3D printer. We’ll all be printing things in our homes on a daily basis. And if you think that isn’t possible, let me remind you that every social media channel you currently use today didn’t exist 10 years ago, and we already know how much that changed our social and economic landscape.

3D printing is NOW – get on it and don’t regret you let this entrepreneurial opportunity slip you by.

The Zen of being underpaid

Posted on May 29, 2013 by Steve Sammartino

At various times in our life we’ve all had jobs where we feel either overpaid, or underpaid for what we deliver. If we ask any rational capitalist what they’d prefer, you can be certain they’d rather be over paid. Who wouldn’t choose a cosy, comfortable gig with good pay and easy output?

I’ve been in both places personally, and over the years I’ve been thinking about personal economics and relative happiness. I‘ve come to the conclusion that I’d rather be underpaid. Which seems crazy and irrational, but when it is considered in the context of what delivers real happiness it does make sense. My primary view on happiness and contentment in life is that it is not based on now. Rather, it is based on our expectations of our future position. This is most easily explained by considering how I’ve personally felt when I’ve been in these two juxtaposed earning positions.

When overpaid:

While being overpaid we know we are not creating justifiable value for our cost. We feel like we have tricked someone in the system. It feels like we are eventually going to be found out. We know this because the economic system doesn’t support it in the long run. The system loves and rewards efficiency. Which in turn puts us at risk of being, replaced, removed or made redundant. We know this and it starts to effect our psyche. We stress over it and start to worry about our future. And even worse, we don’t progress intellectually, we decline in confidence and effort. Or much worse, we become lazy and complacent – enjoy consumption instead of contribution and start to feel entitled. But in reality, the future looks darker than the present.

When underpaid:

When we are paid below market rates we know we are valuable. We create more than we cost. It makes us feel valued as contributors, even if we know they are getting the better end of the financial deal. But it also makes us hungry to prove our worth. We want to show them or make them realise what we deliver. And in order to do this we work harder and become hungry. It too effects our psyche, but in a much more positive manner. We believe in ourselves, and set on a path to prove ourselves. The Zen part about being underpaid is that we can sleep a lot better at night. We can do this because we know the market needs people like us, and very often pay more for it. So we have clear exit paths if they are required. Our minds and the world open up to the possibilities of our skill base. The future looks brighter than the present.

It’s much the same when we found a startup. We know that we must create value before we can extract it. Which is really what we should aim for in all things we do – deliver more than we take back. In fact, we should be thankful if we live in a perpetual state of over delivery. That way we can ensure that we will always have a valued place in the market.