Start Up Blog

The human movement, movement

Posted in entrepreneurship by Steve Sammartino on May 27, 2011

I was really impressed by how some of the smarter Skiing resort operators are using GEO-locating to enable a deep interaction with their customers. What some of the resorts have done is used their new electronic ski lift tagging systems as a social engagement tool. Skiers can register on-line via the resorts facebook page so they can compare how many kilometers, ski runs, hours they do on the mountain for the day, week season and compete amongst friends. It’s even got a nice gaming element to it. It’s a nice iteration taking ideas from the likes of run keeper. You can read more here about what ski resorts are doing to tech-up.

The thing that is clear to me is that there is a human movement, movement. It’s so much more than companies being able to track what people are doing, it’s actually about companies creating forums where we can actually track ourselves. So we can know more about ourselves and change the way we move and interact with others and personally. It takes away the privacy concerns, and moves us into a space where we co-opt information sharing for mutual benefit.

The question entreprneurs and marketers should be thinking about is, how can we help our people track their movement to get more out of when they move. It’s only just the start.

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It’s our audience, not a target

Posted in entrepreneurship by Steve Sammartino on June 8, 2010

There’s quite a few bad words used in business and marketing. Words which quantify, extract and segment. They dehumanise business. I’d like to see them removed from our vernacular. Here’s two examples worth sharing.

Target & Consumer. I prefer Audience and People and here’s why:

A Target is something we aim for, shoot at, maybe even kill. An Audience is something we try to impress. An audience gives us a chance to prove our worth, they invest their time in us and we must respect it by trying to over deliver to their expectations. In the hope that, they throw flowers on the stage, cheer and ask for an encore. But we enter the stage knowing we may get rotten tomatoes thrown at us, if that’s what we deserve. The onus is on us.

A Consumer is someone who buys stuff. Their primary purpose is to devour whatever we provide. They are faceless, nameless and irrelevant. We want as many of them as possible to fulfill our financial needs. A Person however, is someone we know. A person has emotions, ambitions and meaning in their life. They have opinions which we must value, and a life which we need to enhance. A person is someone we hope to relate to on a human level. A consumer is machine like and undervalued.

The best startups and brands, know that they need to perform for their audience. They know that audiences are made up of people.

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