As new smart devices continue to emerge and as consumers embrace new, more natural ways to interact with those devices (like voice commands), the micro-moment behaviors mobile kick-started will only multiply.
And as data and machine learning become more sophisticated in enhancing everyday consumer experiences, the expectations for relevant, personalized, and assistive experiences will continue to skyrocket.
We’re heading toward an age of assistance where, for marketers, friction will mean failure, and mass messages will increasingly mean “move on.”
Archives For Disruption
“McCulloch argues that female teenagers are actually ‘language disruptors’ — innovators who invent new words that make their way into the vernacular. ‘To use a modern metaphor, young women are the Uber of language,’ she writes.”
I think this is an amazing quote, and says a lot about what’s driving content innovation these days… Especially as Buzzfeed hires a longtime PepsiCo marketing exec, Frank Cooper, to help them blow up their approach this week…
Anyway: another thought prompted by a throwaway Ellis tidbit in relation to the news that some brands (in this case, Ballantines Whisky) after having escaped the early 2000s gravitational well of “build it and they will come”, slingshotted their way past “build it where the people are” have now set a heading for “deploy fleeting structures of content on other peoples’ networks” by commissioning a digital magazine for Instagram. I’ll get to the point, though. Ellis says this: “Used to be that porn was the vanguard of any new comms technology shift. Now it’s advertising. Has been for a while. Look at where the infomercial people are going” and he’s not wrong.
–Dan Hon quoting Warren Ellis.
“All Teslas will get an over-the-air update this summer, probably around June, allowing them to drive in “Autopilot” mode… it seems Autopilot will be disabled when you’re not doing freeway driving, which is by far the easiest aspect of autonomous vehicle activity. Musk did confirm that the Autopilot mode would be “technically capable of driving from parking lot to parking lot.” The car will also be allowed to drive itself when you summon it, and when you’re parking it in your garage.
Just to be clear, we’re not talking about some far-off future Tesla. We’re not talking about Google driverless car prototypes or government road tests. This is a car you can buy today, which will be given the ability to drive itself in a few months via the same setup that updates your iPhone.
Automated automobiles, automatically activated.”
“I believe the best managers acknowledge and make room for what they do not know—not just because humility is a virtue but because until one adopts that mindset, the most striking breakthroughs cannot occur.
I believe that managers must loosen the controls, not tighten them.
They must accept risk; they must trust the people they work with and strive to clear the path for them; and always, they must pay attention to and engage with anything that creates fear.
Moreover, successful leaders embrace the reality that their models may be wrong or incomplete. Only when we admit what we don’t know can we ever hope to learn it.”
― Ed Catmull, Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration
Is disruption a myth? Is it a nice to have, a thing you’re supposed to do, or is it an innovative business driver? The Atlantic’s Justin Fox posits the question given the lack of significant market-changing technological leaps.
I tend to believe people are more entrepreneurial than ever, but are focusing that spirit within existing channels (namely online, in creating blogs/boards/etc, and through apps) or ways that can’t be directly measured (like the “innovative” way I fixed my rotting bathroom floor instead of calling a professional craftsman).
For brands and companies today, the bar shouldn’t be set as high as electricity and internal-combustion engines, as Fox notes below. Rather, I think self-disruption and diversification should be the cornerstone of every company looking to compete, grow and truly impact the world.
Key quotes from the piece:
But it’s also possible that a decades long accretion of regulation has come to weigh on new-business formation and growth; that for all the tales of Silicon Valley swashbuckling, most Americans have become more cautious and less entrepreneurial; or that—and this argument springs straight from Christensen’s keyboard—the pressures of the financial market and a preoccupation with corporate financial metrics have left most businesses “afraid to pursue what they see as risky innovations” and focused instead on cutting costs.
Still, some companies are pursuing risky innovations and disrupting established industries. Business publications are full of stories about them: Google and Uber and Amazon and Salesforce and Workday and many more. They just haven’t had a measurable impact on the overall economy yet. One group of economists says to give it a few years— the adoption of new technologies has always affected productivity in fits and starts, and the rise of smartphones and cloud computing and Big Data will show up in the numbers eventually. The other view is that today’s technological innovations pale in significance beside electricity and the internal combustion engine—they’ll have some positive impact, but growth will be slower than it used to be.
What these arguments share is the conviction that, however sick many of us may be of hearing about it, disruptive innovation is something we need more of, not less. We, in this case, means some abstract collection of current and future humans—not people with jobs that are about to get disrupted out of existence. The uneven dispersal of rewards from technological change is always a problem, and may be especially fraught this time around. But uneven progress still seems better than no progress at all.
It’s 2014 and according to Gallup’s long-running “confidence in news media” survey, Americans finally trust “news on the internet” more than they trust “television news.”
Gallup released the new results on Thursday, which also show that Americans’ faith in all three major sources — internet, TV and newspapers — is at or tied with all-time lows.