Start Up Blog

How invention timelines distort

Posted in entrepreneurship by Steve Sammartino on January 23, 2013

The screen culture era that we have entered is clearly here to stay – but it does represent some interesting nuance in human perception. Given that we are in the middle of a technological upheaval there is a default belief that everything newer is better. And often it is, the real challenge is for us to train ourselves to stop and compare the new option with the existing method. Once we start to do this, we might surprise ourselves to find we adopt a lot of new technology for reasons that defy relative utility.

This short doco I was watching on the future of connections got me thinking about it more deeply. Our current obsession with the screen as the default to every solution to every business flow problem. The idea that UX is seen as a screen issue, that we use digital to replicate analog, and the fact that we even make ebooks look as though they are turning paper pages, says that our we are distorting the true utility of the tools we are using.

So let’s imagine for a minute that the digital screen was invented before paper was. That paper, and printing upon it had just arrived today. I have no doubt that the same level of excitement would bubble around this as a technology. We’d all be very quick to point out the benefits of the printed word and visual over the screen:

  • It doesn’t need electricity
  • You can drop it without breaking it
  • It’s super light
  • It can be incredibly thin…. “paper thin?”
  • It can have a superior resolution
  • It’s flexible and can be shoved in a bag, folded, rolled etc
  • It can be compiled into multiple sheets or bound together
  • It doesn’t take memory to scroll through, or load up, you just turn directly to a particular page
  • It can be written on with almost any writing device (which probably wouldn’t have been invented yet!)
  • It’s very low cost to produce single or multiple copies
  • Data can be generated on it and stored with or without computing power
  • It can be sent without risk (although mail probably wouldn’t exist – but it would be a ‘hot’ startup vertical!)
  • You can tear out a page or square and give it to someone

You get the picture…. and I’m sure you can make an equally compelling list in reverse which is ‘pro digital screen’. And the irony is not lost on me that the current battle in screen technology is for one that can can flex without breaking.

So why does this matter? Because it is time we started again to focus on utility, not newness for the sake of it. It is time we appreciated the variety of tools at our disposal and used them interchangeably or together based on suitability. But most of all it’s time we started to remember why technology matters, which we can do by reminding ourselves of the definition according the Oxford Dictionary:

Technology: The application of scientific knowledge for practical purposes.

Or put another way, the thing ought serve the purpose, the purpose is not the thing – unless of course it’s the thing we sell.

As far as startups and entrepreneurs are concerned, there’s a clue in all this. The only way we’ll ever get adoption of our technology, will be if it ‘practically’ supersedes the alternative.

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The great media rumble

Posted in entrepreneurship by Steve Sammartino on August 8, 2010

The internet has been a boon for entrepreneurs. The commerce said entrepreneurs have created has been one of connection, more than revenue with social media networks being the greatest love child of the internet age. The overwhelming majority of them are free to use, which has resulted in a dramatic power shift in the industrial media landscape. More succinctly social media is very quickly stealing eyeballs from traditional media.

While startups are busy creating the new forums which people connect and entertain themselves on, advertising and media agencies are scrambling to stake their claim on new media. It’s shaping up to be the demarcation dispute of the decade. Both parties believe that social media is rightfully theirs:

Media Agencies claim it is ‘Media’ and so their clients should engage them strategically.

Advertising Agencies claim it is ‘content driven’ and so their cleints should engage them straetgically.

What’s clear is that is isn’t about to go away and it will continue attract larger percentages of the marketing budget as time progresses. And just in case your wondering what I think about social media and who rightfully owns it, my viewpoint is very clear and is given below:

Just like any emerging technology or industry, no one rightfully owns it. It’s up for grabs. The companies (new or existing) who move into the space the quickest and add the most value will take home the trophy.

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And now it’s in print

Posted in entrepreneurship by Steve Sammartino on June 28, 2010

I caught up with all round good guy Ned Dwyer yesterday. We chatted about many things, of which the top of the list was the recent launch of “And now it’s in print.” A project Ned is heavily involved with. Let me just say this. It’s one of my favourite startups this year. The world over. For many reasons, but here’s one:

I asked Ned what the business model was, and this was his reply:

“It’s too important to have a business model. We decided instead to just make something awesome and see what happens”

That’s it my friends, the startup ethic we all need to aspire to. Doing it because it matters.

A couple of other smart ideas entrepreneurs can take note of.

- They limited their production run to 500 copies (invent demand through limiting supply)

- All the articles and visuals are from content they found on line (blending off line & on line worlds)

- The idea was borrowed from South by Southwest (share ideas, re-interpret)

- They proved print can still be awesome. (Print isn’t dead, print industry management is brain dead)

- They set themselves an impossible launch deadline, and made it. (Don’t think too much, get it out there)

Kudos from me.

Some fun pics from the launch here. More info here: andnowitsinprint.com

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