Content Truly Is King In the middle of this amazing "lost" Steve Jobs interview is some of the best thinking on content and product development I've ever discovered. Jobs discusses the very important distinction between process and the masterful craftsmanship required to develop great products. Listening to this extraordinary segment I thought Jobs was contradicting Dov Seidman's book How: Why How We Do Anything Means Everything . On repeated listening not so much. Jobs is warning against process police taking over and attempting to substitute hollow business process where passion, commitment and genius should rule. Seidman is suggesting that creating the kinds of teams Jobs was famous for leading is the only business process anyone owns. There are no secrets and intellectual property is a poor substitute for fast moving new market creating genius (iPad, iPhone for example). "People get very confused that the process is the content." Content Greatness Unde...
Pebbles and CATCH-22's What does it mean when a cool idea for a watch earns $11M on Kickstarter? Certainly one clear and loud implication is crowdfunding is ready for prime time, but there are more sweeping and profound implications. Why would anyone make anything without testing and creating a digital market long before materials are purchased to make something material. Pebble's brilliant Kickstarter campaign proves the man, machine, mountain parable. Match the right man (or product) to the right mountain and supply him (or her) with the right tools and the mountain will be climbed. Make the Pebble pitch to Walmart and it is a nonstarter. Pebble Smartwatch 2013 video from Pebble Technology on Vimeo . This "match the hatch" of product to market and marketplace has never been more important. You have one chance to make a first impression so matching your idea to favorable audience is critical. There is a CATCH-22 hidden in our new distribution model. You can't ...
According to ComScore , today in the United States, 89 million people will watch 1.2 billion videos on the Internet. These videos of course include those purely for entertainment purposes, but some will also be viewed on ecommerce websites. As online shopping evolves, consumers are demanding more and video is one resource available to marketers that can be used to fulfill this request. In the past, images and text were used to paint a picture of a product for consumers. These were further enhanced with the use of color swatches, alternate views and zoom. Now ecommerce websites are increasingly incorporating video to provide consumers with a clearer picture of different product offerings. The use of video in this way has been proven to improve conversion rates and SEO. Video can also increase product visibility when shared in email newsletters and across social media sites in addition to web stores. Overall, the use of video in ecommerce is a more engaging way to showcase products. How ...
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