Information Generation
This video points out the serious disconnect between the establishment and the generations that grew up with wide spread information technology. There are some very important insights. The moderator, Guy Kawasaki, asked one question several times and was surprised by the answer and couldn’t understand it. Part of the reason is he didn’t know how to ask the question in a way the kids that have grown up with pervasive info tech would understand.
These kids:
- avoid advertising
- shop in stores and buy online
- buy lots of “legal” media
- “pirate” most of their media
- instant message a lot
- don’t watch TV
- like Apple products
- use open source, but aren’t geeks
The thing the moderator seems to miss is these kids #1 concern is managing their time and attention. These kids use SMS text messaging because they can politely do it any time and any place. It doesn’t demand attention from the recipient. This is the same reason they use MySpace and Facebook. They don’t have time to personally deal with all their social interactions. The moderator incorrectly assumed these kids are missing social interaction because much of it is not done face to face. This is the exact opposite of the truth. These kids are managing hyper social behavior. They use technology to stay connected with friends and make connections with possible new friends.
How to Reach Kids
OK, Guy, this is what the kids didn’t tell you. They find out about new products from other people. All you need to do is reach an influencer and you’ve started a marketing virus. The best way to do this is make a really great product. The influencers are always looking for something new. This is how they stay cool. The followers will mimic the leaders and if the product is good it will spread. This does mean traditional advertising is dead or dying. The outcome is a better connection between buyers and sellers. If you make stuff that is cool, you become an influencer. Your website, blog, or just conversations will be the source for the next great thing. This can’t be faked, it must be earned. You can jump start your initial recognition by doing something valuable for the influencer market. A funny viral video is valuable because it is funny. Sponsor a band. Go to a blog and ask for negative feedback on your product. Then fix it. And give credit to those that helped you. This is only some of the ways to reach the attention stretched information generation.
WCBN – Interactive Technology Interview – Part 2 of 2 – 2006 Dec 19
Part 2 of a 2 part interview. I talked about abundance, ways for Detroit automobile industry to deal with China’s increasing manufacturing dominance, unemployment, how to make things free, information technology, new ways of looking at the world.
http://www.markproffitt.com/wp-content/uploads/2007/01/it12262006.mp3
Make a Killing With Unprofitable Ideas.
The most valuable idea you can find might be the one that you can’t profitably market. Have I totally gone out of my mind? Has all this talk of abundance and things being free and eliminating jobs being a good thing rotted my brain? No, not in the slightest! For once I’m going to tell you a way to succeed in a scarcity environment. I’m even going to tell you how to fight dirty and DESTROY YOUR COMPETITION. No I’m not talking about some profound way of avoiding competition and embracing each other to become friends. I mean wipe out, nuke, obliterate, put out of business and just be mean nasty and underhanded.
You’ve created a fabulous product. Your marketing has connected with customers that stand in line to buy your great new product. The profits are rolling in. You make plans to expand and crank out more of your product to meet the ever-increasing demand. Life is great.
So there you are driving your new super luxury convertible when you hear on the radio that someone figured out a way to do exactly what your product does for 1/10th the price of your product with something just about everyone can get in any store. You spit your double latte half-caff espresso all over the windshield and nearly run off the road. In utter disbelief you shout, “how is that possible!?!” You can’t even buy the raw materials to make your product for that price.
When you get to your office and try to verify what you heard on the radio you get the call. Your largest distributor just canceled that multi-million dollar order. That is when it hits you; instead of spending 3 weeks on a cruise you will be begging investors and bankers for help to avoid bankruptcy.
That is why you need to discover unprofitable ideas. If you had known this was possible you never would’ve risked so much. You would have found a different product and you would’ve been prepared. When you come up with your great innovation you need to uncover all the competition. Competition might not be another business. It might be the next great idea just around the corner. Sometimes the worst competition is your own customers. If your customers suddenly don’t need your product, you’re business is dead.
Predictive Innovation Training
Predictive Innovation: Core Skills Book
RoundSquareTriangle.com