Monthly Archives: April 2012

From People Centric To API Centric

The discipline of marketing is shifting from people-centric to API-centric activities.

Here’s a few extracts I found interesting:

This isn’t just a single role – the entire marketing team is being disrupted. Rather than a VP of #Marketing with a bunch of non-technical marketers reporting to them, instead growth #hackers are engineers leading teams of engineers. The process of integrating and optimizing your product to a big platform requires a blurring of lines between marketing, product, and engineering, so that they work together to make the product market itself.

Before this era, the discipline of marketing relied on the only communication channels that could reach 10s of millions of people – newspaper, TV, conferences, and channels like retail stores. To talk to these communication channels, you used people – advertising agencies, #PR, keynote speeches, and business development. Today, the traditional communication channels are fragmented and passe. The fastest way to spread your product is by distributing it on a platform using APIs, not MBAs. Business development is now API-centric, not people-centric.

For the first time ever, superplatforms like #Facebook and #Apple uniquely provide access to 10s of millions of customers The discipline of marketing is shifting from people-centric to API-centric activities Growth hackers embody the hybrid between marketer and coder needed to thrive in the age of platforms.

Thanks to +Alex Schleber for surfacing this gem. cc/ +Tom Hampson +David Pidsley

Embedded Link

Growth Hacker is the new VP Marketing | Andrew Chen (@andrewchen)
YouTube didn’t need ads to spread itself – instead it used embeds. Ad via Laughing Squid The rise of the Growth Hacker The new job title of Growth

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More On Sustainability

Paul Gilding: The Earth is full #TED : #discuss

Embedded Link

Paul Gilding: The Earth is full | Video on
TED Talks Have we used up all our resources? Have we filled up all the livable space on Earth? Paul Gilding suggests we have, and the possibility of devastating consequences, in a talk that’s equal pa…

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What Did He Mean By That?

The only thing that interferes with my learning is my education. ~ Albert Einstein

It's a very famous quote, we all giggle when we hear it, but what was the message?

How does the perception of #education need to change for its adoption to fulfil the original intent, especially based on the environment external to the walls of the establishment.

Any thoughts?

Exponential Function

Chichicastenango Market, Guatemala
szeke / People Photos / CC BY

This is a post that will take up your time, in total maybe an hour or two.  In case you are just way to busy to dedicate that amount of time – here is the bottom line: if population continues to grow (at any % rate), and consumption does not decline, resources will not exist to support us.

The greatest shortcoming of the human race is our inability to understand the exponential function. ~ Prof. A. Bartlett

A 7% growth rate doubles the original number over a ten year period – fact < the exponential function in action… Continue Reading

Google Translate for Animals

Just tried it out with my Dog; result "Steak, I want steak" and the cat said "Let me sleep, sigh" – great new tech from Google: eat that #Apple… Thanks to +Denis Labelle for surfacing this one!

Social Reading – In Search Of Juice

Social Reading: In search of juice

Reshared post from +Gideon Rosenblatt

On “Social Reading”

How often do you find yourself half reading something, getting through it as quickly as possible so you can find the juicy tidbits that you can clip for your post here on Google+ or on Twitter or Facebook? This is reading as a means to an end, rather than an end in itself. This is the dark side of the shared interest graph; the part that accelerates the flow of content beyond our ability to pay real attention to it.

I’ve been thinking about this problem over this last week, when, on vacation, I had web access only via an iPad and my Android phone. I was able to read articles on the web, but sharing them in a rich way was much less convenient than on my Mac.

This was when I really noticed it, this little pang inside, this desire to share what I was reading…to share it before I’d even fully digested it myself.

And this gets me to an interesting interview with +Clay Shirky, where he talks about the future of books and the future of reading. I encourage you to read it yourself:

Clay is talking about a lot of interesting ideas here, but the one I want to riff off of here is the focus on “social reading”:

“Social reading,” the way I’ve always interpreted the phrase, is reading that recognizes that you’re not just a consumer, you’re a user. You’re going to do something with this, and that something is going to involve a group of other people.

He notes that the Kindle Fire, with its improved annotation abilities, is changing the way we use books in this way. And so my riff here is that these kinds of capabilities are atomizing long-form content in ways that make it easier for us to share with others.

Think about it. We very frequently pull excerpts from articles we read, as part of our sharing process here on Google+. But how often do we do that with books?

The future of books is a future where this kind of content isolation will continue to break down more and more. As the traditional publishing industry loses more and more control, the tight grip over content will inevitably loosen. As a result, it will be easier and easier for us to grab pieces of long-form content (what we call books today) and share them with others…just as we do with articles, blog entries and posts here on Google+. We will share more and more excerpts from books…

The question this raises for me is – to what end? Already, I feel increasing pressure to read/skim articles with greater and greater efficiency, as part of the social media sharing frenzy. Books still have a special place for me. I read them more slowly, but that too may soon change as social reading creeps more fully into our consumption of books…

Interview with Clay Shirky found through link from +Thom Kennon.

How To Get Offline Brand Attention

That's so good it has to be shared. #speechless

Reshared post from +Arvid Bux

Don't push the button. DON'T!
owkay.. you've pushed it…

The Power Of Stories

The power of stories: great advert from Audi

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